Christmas is a time for giving – but what if you don't know what to buy for your nearest and dearest this year? That's the question The Royals Shopping Centre wanted to answer – and the reason STORM was commissioned to develop a festive publication to highlight all the fantastic gifts available in store.
Our creative and publishing teams worked together to create a magazine format that not only showed off some of the key items on offer this year, but also provided interesting and informative articles to add an extra dimension, keep readers interested and deliver the information in an easy-to-understand and appealing format.
We created a structure for the publication and developed a tone of voice that was friendly, full of festive spirit and an authority on 'what's hot and what's not' for the coming season. From those foundations we were able to add the vital missing ingredient – content.
We undertook extensive photo-shoots to capture images of the top products on sale at the Centre, working with stores – and their head offices – to ensure all details and prices were verified prior to publication. We then went through a final draft process with the Centre management team to choose the best items to highlight and finalise all content before the magazine went to print.
But our work didn't end there. Once the magazine was printed, we also helped with its distribution too, creating a bespoke mailing list to ensure the most affluent postcodes across the region received copies of the magazine, tapping into the ideal audience within their own homes.
From beginning to end, we were able to develop a bespoke magazine, showcasing everything on offer at The Royals this Christmas to the right people across south east Essex.