Shaken & Stirred - Influential Brand Profiling and Positioning

Resorts World Birmingham has appointed RBH Creative Communications Agency as its lead creative and marketing communications agency

Resorts World Birmingham has appointed RBH Creative Communications Agency as its lead creative and marketing communications agency, having worked together on a project basis since October 2015.

RBH will be responsible for all creative concepts, advertising campaigns, digital media, research and consumer PR, as well as additional ad hoc projects, tactical activity and event support.

With over 50 outlet shopping stores, Resorts World Birmingham has been utilising RBH’s extensive retail experience since the Resort opened in October 2015, working in partnership with the agency on a project basis. RBH has supported the Resorts World team across a range of projects including retail activation, consumer PR, social media, blogger outreach, events, digital, advertising and more.

RBH has also been responsible for delivering a number of tactical activation campaigns to drive footfall and increase dwell time, such as the build and installation of The Very Hungry Caterpillar™ soft play area, creating a British Seaside Resort ‘Birmingham-on-Sea’ including deckchairs, seagulls and giant ice creams, and most recently transforming the venue for a ‘Summer of Sport’ complete with running tracks.

Following extensive research and evaluation, RBH is launching a new advertising campaign focusing on the Resorts 70% off RRP outlet shopping offer and introducing their new ‘Beyond Outlet Shopping’ strapline. The creative utilises an ON/OFF mechanic leading with a ‘70% OFF RRP OUTLET SHOPPING’ message followed by the emotional benefit of the Resort and savings, e.g ‘DINNER’S ON YOU’.  The new creative will be rolled out in the Resort and via an extensive media schedule including outdoor, digital media, social, radio and VOD. A Christmas TV advert will also be developed using the new creative style.

Barry Clemo, Group Strategy Director for Genting UK, the owners of Resorts World Birmingham, said “RBH have delivered to a consistently high standard since launch and have helped us to promote our retail, leisure and entertainment offering with strong creative, PR and tactical activation campaigns.”

Angel Gibbons, Agency Partner at RBH @RBH_Agency said: “We’re delighted to have been officially appointed as the lead creative and marketing communications agency for Resorts World Birmingham, having worked closely with the team on a project basis since the Resort opened in October 2015.

We’re looking forward to expanding on the great work already undertaken and are confident that our new advertising campaign will deliver the impact needed during the next few months in the run up to the important Christmas trading period.”

RBH’s impressive track record in marketing shopping destinations includes launching both the Bullring and Grand Central Birmingham, promoting Touchwood in Solihull for a number of years, and currently managing all of Mell Square’s PR, Marketing and Social Media.

Their extensive retail experience doesn’t stop there, and is by no means limited to the West Midlands, they also worked on the Oracle in Reading, Highcross in Leicester, Queensgate in Peterborough, Centrale in Croydon, West Quay in Southampton, Cabot Circus in Bristol and Brent Cross North in London, putting RBH firmly on the map as one of the country’s leading retail marketing agencies.