Campaign snapshot
Celebrating 15 years of St David’s Dewi Sant and its transformation of Wales’ capital city, Umpf secured a blanket of regional coverage for the Welsh shopping centre, including a BBC interview with Centre Director Helen Morgan.
How we did it
Bringing a number of retailers to Wales for the first time such as Kurt Geiger, Apple, AllSaints, and Reiss, and with even more recent debuts such as Bershka, Penhaligon’s, Sostrene Grene, Giggling Squid, and Gaucho, St David’s has put Cardiff on the map as one of the UK’s best shopping cities – a strong story for the regional media, and certainly worthy of celebration.
Working with the St David’s team, we compiled a bank of archive imagery from over the years, and interviewed long-standing staff of both the centre and its retailers, many of whom had been there all 15 years.
We secured interest in the content from all key local media, including BBC Wales. An interview with Centre Director Helen Morgan highlighted the then-and-now changes, how St David’s helped to transform the city, and what’s coming next for the centre – including a proposed new £17m city square development.
The results
We secured 29 pieces of coverage across key regional media titles, all celebrating the positive impact that St David’s Dewi Sant has had on the city, as well as the next steps for the city square development.
Read more about our retail PR experience.
