Land Securities Group

With a Great British Summer of Sport fast approaching, Land Securities challenged us to develop a digital marketing campaign that would boost awareness of the sports related activities happening within its shopping centres, so as to mitigate against reductions in footfall.

From London offices and high street shops to major shopping centres and out-of-town retail parks, FTSE 100 stalwart and long-term client of Interdirect, Land Securities, owns and manages more than 2.6 million square meters of commercial property throughout the UK. In 31 January 2015 the company’s property portfolio was valued at £12.2 billion.

The Challenge

With an action-packed summer of British sport on the horizon, Land Securities sought to protect footfall to its shopping centres by arranging and array of sports related activities, including live screenings of Wimbledon. They challenged us to develop a digital marketing campaign that would increase awareness of this initiative and hence make it less likely people would stay at home.

The Work

In the months preceding the event, we developed and implemented a localised search engine optimisation strategy that helped boost awareness and hence organic traffic to the website.

Then just before, and throughout, the event, we also ran a Google Adwords campaign to boost ‘quick-win’ traffic and event attendance.

The Difference

The PPC campaign generated 2,580 clicks to the website with a click through rate of 7.26%.

In the Greater London area, the website ranked: position 1 for “free screenings Wimbledon”, position 4 for “outdoor Wimbledon screenings” and position 7 for “where to watch Wimbledon”.

The website’s Domain Authority increased from 25 in April 2016 to 33 in August 2016.

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