Queensgate is Peterbrough’s leading shopping destination. With the centre undergoing a mall refresh and extensive redevelopment, Bewonder* were appointed to develop an aspirational new creative positioning, and a fashion-focussed look and feel.
This process also included evolving the centre’s seasonal publication – QStyle. Our challenge was to develop a new and improved version of the magazine that mirrored the centre’s new positioning as a regional destination, and reflected an ever-growing fashion and lifestyle retail offering.
Bewonder* restructured the magazine layout, and design to reflect a more aspirational look and feel. We introduced a strong seasonal concept for the magazine, via a fashion and lifestyle shoot, together with credible content from key influencers. And we improved the position and style of product placements to make the magazine harder working.
These improvements, together with the inclusion of relevant editorial content, made Qstyle and the Queensgate Centre indispensable to style-loving shoppers.
Following an initial run of 50,000 copies, the new improved QStyle achieved an average readership rate of four to one, received exceptional stakeholder feedback and made a significant impact on the sales of featured products.
Distribution included direct mail to a 50/50 split – between the centre’s performing and underperforming zones. Online click throughs to the digital version of the magazine also averaged 7,000 per month, with the new issue achieving £6,000 worth of PRV.