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Intu launches debut Christmas campaign to boost footfall

Shopping centre owner Intu has launched its first national Christmas marketing campaign, while Springboard data shows footfall to malls across most of the UK dropped again last week as people saved money ahead of pay day and Black Friday (November 28).

The ‘Love Christmas even more’ campaign, which comprises broadcast, digital and print advertising, highlights the benefits of shopping at one of Intu’s 15 shopping centres, such as extended opening hours.

In the run up to Christmas, a group of six sector specialists dubbed the ‘Christmasologists’ – who cover technology, toys and games, beauty, fashion, homes and interiors, and food and cookery – will share advice on what gifts to buy through radio interviews, online videos and on social media using the #askintu hashtag.

Intu said it is anticipating a busy Christmas period and strong footfall.

It comes as Springboard data showed footfall to shopping centres dipped by 2.5% in the week ending November 22.

Footfall to the high street was down 3.1% year on year, while retail parks rose by 1% - leading to an overall drop in footfall across the UK of 2.1%.

“The fall across most retail locations may in part be due to the promise of Black Friday offers across retail this week and shoppers holding off their Christmas shopping in anticipation of a bargain, which will coincide with the pay weekend,” said Springboard’s retail insights director Diane Wehrle.

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