We asked Else Veuger of Winkelcentrum Zuidplein (WCZ) some questions about the brand and the launch of the new campaign. Else is responsible for the organization's marketing and communications.
Can you tell a bit more about Shopping Center Zuidplein and what your role is in it?
WCZ is one of the Netherlands' largest indoor shopping centers. It is located next to Ahoy and the large bus and metro station Zuidplein. The area is currently undergoing a metamorphosis with the aim of creating a new vibrant city center; a place where residents, visitors and entrepreneurs feel completely at home. Shopping center Zuidplein is in full swing with this development and is looking very positively to the future. My role within this is to upgrade the marketing and communications. We are doing this in steps, with professional, specialist agencies as an addition to the marketing team.
The new campaign has just started. How do you make the campaign relevant to your target audience?
Rotterdam Zuid and Zuidplein were struggling with an image problem, and at the start of the collaboration we mainly opted for visibility of the brand with cheerful people. Now we are making a step, going further and giving the brand more meaning. We are seeking more and more interaction with the public and telling more about what Zuidplein has to offer. We do this before and during the most important shopping moments of the year; spring fashion, vacation shopping in May, autumn fashion and December holidays.
How does Stroom help achieve your goals?
Several years ago we came to Stroom for our media buying and strategy! Stroom now knows very well our target groups and the desire for the combination of offline and online communication. They advise very thoughtfully and proactively which is very nice. I used to do the media buying myself, but with Stroom the choices can be made much better and more focused.
Finally, what is your favorite store to shop at?
Since having a son, my shopping budget for myself has been reduced. I like to store at H&M with occasional pieces from Zara or Primark added.