Trinity Leeds centre is owned and managed by Landsec, the largest commercial property company in the UK and a member of the FTSE 100. The shopping centre, based in the heart of Leeds, offers a pre-paid Gift Card which consumers can use to purchase goods or services at any of the participating retailers.
Umpf were appointed to completely overhaul the Gift Card offering for Trinity Leeds. The brief included:
Redesign of Gift Card wallets
Production management of Gift Card wallets
Marketing and activation including design and production of all collateral
We began by evaluating the previous Gift Card offering, identifying limitations and establishing ways to improve upon both the design and quality of the product.
We wanted to breathe new life into the Gift Cards using striking design and print finishing techniques. It was also important that we created a modern suite of Cards which complimented one another when on display, but could also be expanded upon for additional occasions throughout the year.
We presented three fresh concepts to the client. The chosen concept involved the use of single words as the central premise – some with a nod to Yorkshire. Five variations of the Gift Card were created to follow this theme.
The bold typography is masked by vibrant images of abstract light and patterns.
Print finishing techniques were used to further enhance the design and produce a feeling of luxury. Matt lamination was applied to the outside of the cards, giving them a ‘soft-to-touch’ finish. Spot-UV was then applied to the wording and the logo, adding a visual and textual contrast, as well as heightening the image beneath.
Pearlescent envelopes and kiss-cut sticker seals were chosen to complete the gift presentation.
MARKETING: A suite of marketing collateral was produced to increase visibility throughout the shopping centre and online. This included corporate and commercial variations. All collateral followed the same design concept as the Gift Cards, making the product easily identifiable. Again, reflecting the nature of the brand, playful terminology and straplines were utilised – like these toilet entrance / exit banners…
Large format signage / vinyl banners were produced and positioned strategically around the centre for maximum exposure. Posters, leaflets, beer mats, window stickers, animated digital signage, web adverts and social media assets (including teaser animations for the ‘big reveal’) were all created. We also provided branded point of sale display stands and produced animations for digital screens.
— TRINITY LEEDS (@TrinityLeeds) November 6, 2017
EXPERIENTIAL: For the launch of the new Gift Card, we created the ‘Wonder Wheel’ – a bespoke spinning wheel with removable ‘prize’ sections for use within the shopping mall. Customers would get a chance to spin the wheel upon purchase of a Gift Card. The sections could be removed and rebranded for future events at Trinity Leeds. The wheel was placed in the centre to generate interest and sales. Alongside the ‘Wonder Wheel’, a sales ‘Pod’ allows consumers to purchase a Gift Card quickly and conveniently. Umpf provided animated graphics which are displayed on digital screens around the ‘Pod’.
PR STUNT: Further launch activity included the ‘Santaroo’ PR stunt, a service designed to hand-deliver Gift Cards to people needing a last-minute Christmas present. The ‘Santaroo’ rider, complete with branded delivery equipment and Trinity pink bicycle, would cycle to the customer’s location to deliver the Gift Card. The service was covered in local media and promoted across social media.
Since re-launching, the sale of Gift Cards has exceeded targets. Sales figures have shown:
1. Gift Card sales are up 15% year-on-year
2. Online sales are up 27%
3. Sales from the experiential activity from the ‘Wonder Wheel’ and ‘Pod’ are up 37%
4. £20,000 in Gift Card sales were recorded in the week the ‘Santaroo’ service ran.
5. Sales are on track to exceed the target
Trinity Leeds’ Marketing Manager, Dan Wharton, said, “Umpf have revitalised our gift card programme with their fresh approach to creative design and sales promotions. Since the re-launch we are +15% on last year’s sales.”