Newcastle-based creative marketing agency, Different, has won the contract to promote the launch of Wales’ biggest shopping centre, recently opened in Cardiff.

The £675m St David’s has helped to regenerate the centre of the city and aims to make Cardiff a leading European retail destination and establish Cardiff as the home of fashion in Wales.
 
St David’s is a joint venture between Land Securities and Capital Shopping Centres. It is the largest shopping centre opening in the UK this year with over one million shoppers visiting the new destination in its first weekend alone.
 
Different secured the contract to design the overall launch campaign concept which included posters and press advertising as well as print, digital and direct marketing. The campaign developed by Different includes the slogan ‘Find your St DavID’s’ promising shoppers that they will find their own ‘identity’ at the St David’s destination. A range of images have been created to appeal to various types of shopper, combining fashion and the St David’s brand identity.
 
Managing director of Different, Ben Quigley, said: “St David’s is the largest retail launch of 2009 so we were incredibly excited to be chosen as part of the team to help with the launch campaign.
 
“Cardiff was crying out for St David’s, which boasts some of the biggest names in retail, which is unique to the city and will make Cardiff fashion’s new capital. Therefore, it was our mission to use our creative skills to come up with the ‘Find your St DavID’s’ campaign to communicate the new destination to shoppers and to help the centre to successfully launch and as it becomes established.
 
“The campaign has created quite a stir and has added to the excitement surrounding the biggest shopping destination launch in the Britain this year. Success is well anchored for long term sustainable growth.”