The Junction Photo 4 002
Case Studies / Brand Marketing

The Junction - Full-service marketing provision

MCE offers a full-service marketing provision to The Junction, one of Northern Ireland’s largest retail and leisure schemes.

From the initial idea to project delivery, MCE delivered a range of services

Project Summary

The Junction, based in Antrim, is a leading retail and leisure destination that’s anchor tenants include Nike, Next Clearance, Nando’s and The Entertainer. MCE has worked with The Junction for several years, and in 2020, we took full control of its marketing provision.

Acting as an extension to its centre management team, we develop and deliver an integrated marketing service that encompasses key services and tactics to position The Junction as the-go to destination for consumers to eat, shop and play.

Increase in sales
Starbucks Drive Thru at The Junction 3
Increase in audience growth
Elves Got Talent 6
Increase in total engagement
The Challenge

A £30 million masterplan redevelopment is currently underway at The Junction, which will revitalise the scheme as Northern Ireland’s largest shopping and leisure destination. With development ongoing, it is our role to create strategic and integrated marketing and communications campaigns that will create and enhance brand awareness, drive footfall to the scheme, and generate sales across its extensive range of retail, food and beverage and leisure providers on site.

Our Solution

We put in place an always-on radio sponsorship with U105 and create annual advertising campaign strategies in conjunction with trusted partners, using OOH, print and digital channels to raise general brand awareness but also promote event specific or seasonal retail moments such as Christmas, Winter Sale, Easter and Back to School. We develop all the required creative assets for each seasonal campaign and manage all design and production.

We also look after all PR for The Junction, telling good news stories locally in terms of job creation and investment, and supporting leasing agents with trade PR in the UK retail and property press as they approach, sign and welcome new tenants to the scheme.

The Results
  • 10%+ increase in sales on the year
  • 14% increase in audience growth
  • 23% increase in total engagement
  • 68% increase in engagement rate
  • 117% increase in web traffic year-on-year