Storytelling at Scale: The Strategy for Landsec's Retail Portfolio

Client: Landsec

We deliver a fully integrated, insight-led content strategy for Landsec, a FTSE 100 commercial real estate leader, spanning social, CRM, websites, SEO and design across 17 shopping centres. Our role is to balance consistency at scale with content that feels local, human and relevant, ensuring every destination connects meaningfully with its community while contributing to Landsec’s wider commercial objectives.

Our approach is built on a scalable content framework underpinned by deep local insight and a robust tone-of-voice system. This allows each centre to express a distinct personality while remaining aligned to a cohesive brand narrative. This strategy is exemplified by the launch of Sephora at Bluewater, St David’s Cardiff and Westgate Oxford. These moments brought our framework to life through teaser campaigns, influencer previews, real-time opening-day storytelling and post-launch retention activity, all tailored to local audiences and delivered at pace. The impact has been significant. Across the Sephora launches alone, our content delivered 8.3 million in social reach with a 7.36% engagement rate, drove a 21% uplift in opening-week footfall, and generated strong growth in followers and loyalty sign-ups. Crucially, each activation informed the next, enabling us to build a repeatable, efficient content model that continues to drive growth.