Centre:MK signs retail agency for £1m push

The Centre:MK, the UK’s largest shopping mall, has handed its 1m advertising and marketing business to Fox Kalomaski.

The retail, travel and leisure specialist agency will roll out a campaign to increase local and regional footfall to the centre, which is based in Milton Keynes. It claims to be the biggest mall by footprint – total space occupied by the building.

Fox Kalomaski will be using regional television, radio, outdoor and press ads. The initiative also includes targeted direct marketing, featuring promotions. The strapline for the campaign is “For the important things in life.”

The Centre:MK, previously known as The Shopping Centre, features 260 retailers and claims that more than 60 per cent of its shoppers are wealthy or “comfortably off”.

Fran Elkin, advertising and communications manager, says: “We are confident that the agency, through its understanding of how retail, travel and leisure interact, will meet our need to generate widespread interest in the centre.”

Fox Kalomaski managing partner Stephen Fox adds: “The Centre:MK’s expansion plans are important to the future of Milton Keynes. We will be promoting the new centre as well as laying the foundations for its growth.”