Kingsway Centre

Kingsway Centre

Advertising / Art Direction / Brand Identity / Campaign Creation / Copywriting / Event Management / Marketing Materials / Marketing Strategy / Media Planning / Photography / Print Management / Social Media Management / Website Design / Website Management


Time for a refresh. Having branded the neighbouring Friars Walk development, we helped Newport's Kingsway Centre rise to the challenge of rejuvenating their brand and transforming their presence.

When a glamorous new upstart arrives in town, everyone else has to raise their game. With the Friars Walk development flourishing next door, it was time for the Kingsway Centre to get a facelift. Thanks to our wealth of experience in large-scale developments, we were commissioned to rework their branding and help improve the calibre of their retail tenant brands. 

We knew that Kingsway needed something distinctive to help it stand out. Thinking afresh, we developed a brand visual identity with bold colours and a graphic approach mirroring the development's rejuvenated architecture. Then we applied their new brand across print ads, on-site graphics and online. And now Kingsway is attracting high profile tenants, and has successfully re-established its credentials in its rejuvenated neighbourhood.


Increase in Facebook engagement


Increase in Twitter profile visits


Increase in Facebook likes and followers

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A key marketing tool was the centre’s website which was redesigned to reflect a modern, responsive site. It was built to be easily updated in-house with tenant news, events and live Twitter feed. Icon recognised a need for better engagement and communication with key tenants and the wider community. Our understanding of the Kingsway customer profile, location and other retail competition put us in a strong position to plan intelligently for events. Through local knowledge and existing partner contacts, we were able to continue to manage and improve on all of the Kingsway Centres marketing needs, ensuring that key communities were engaged in activities throughout the centre.

Our six-week lead-up interest generating campaign that starred the ever-popular Dino Day activity featured bespoke illustration and Facebook campaign that resulted in a 204% increase in page visits, with a 104% increase in likes and followers.

The half term holidays saw Kingsway Centre, Newport become a hive of activity with a variety of free events that were planned, managed and marketed by Icon, with brands such as Wilkos, B&M and Starbucks getting involved. With eleven free events from craft workshops to balloon artists and Capitol Radio’s Street Stars competition, Kingsway Centre saw an increase in footfall that reflected the impact of the record breaking online marketing; a 970% increase in monthly reach with 1061% increase in engagement on Facebook alone.

“Creative, innovative, professional and patient, the team is a joy to work with.”

Victoria Holloway
Marketing & Communications Director, Queensberry