Friars Walk has arrived

Time to make some noise. With Friars Walk ready to open its doors to the public, our eye-catching campaign ramped up the volume, helping turn the opening weekend into an unmissable event with lasting impact.

Icon switched on the serious 'wow' factor for Friars Walk's grand opening. Despite tight budgets and crazy timelines, we created a multi-channel campaign buzzing with visual energy, and penned the promise 'There's a lot to like', which soon became their post-launch brand strapline. Bursting out from billboards, bus ads, door drops, and in the branding of many high profile events, the campaign was simply impossible to miss.

The proof is in the results. Welcoming more than 350,000 shoppers in the opening weekend, Friars Walk hit its ambitious targets with a yearly total of 10.5 million visits. And with impressive social media buzz and an average dwell time of two hours per visit, it's clear that the public are voting with their feet and their hearts. The perfect launch – mission accomplished!

“We asked for a stand-out campaign to launch the opening of Friars Walk and that’s exactly what we got. The reaction was amazing with the campaign reaching 42% of Newport & Gwent postcodes resulting in over 350,000 shoppers in the opening weekend. A job well done!”

Victoria Holloway
Corporate Marketing Director, Queensberry

What we did

  • Campaign
  • Strategy and engagement
  • Brand identity
  • Marketing material
  • Event branding
  • City dressing
  • Advertising digital/print
  • Photography
  • Art Direction
  • Branded gifts
  • Media planning, buying


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