Winner of 2012 Property Marketing Awards

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Underscore wins 2012 Property Marketing Award for Best Retail and Leisure Campaign with Duke of York Square.

Enjoy Life

London branding agency Underscore are very proud to have received a 2012 Property Marketing Award for Best Overall Campaign, Retail & Leisure, for their ongoing work with Duke of York Square in Chelsea, part of the Cadogan Estate.

The award recognises the agency’s continued, effective work in promoting the square and building
a community around the idyllic square in the heart of the Chelsea shopping district.

Campaign: Enjoy life

The original campaign objectives were to:
_ Increase number of visitors to the square
_ Increase weekly footfall
_ Maintain strong, positive relationships with retailers
_ Introduce an active online presence through website and social channels
_ Data capture to build a marketing database
_ Engage with shoppers on an ongoing basis to increase customer loyalty and return visits

The owners Cadogan Estate sought a communications partner to raise the profile and promote the Square, across a twelve month event and promotional calendar. Instead of thinking of design, brand and strategy as different disciplines, Underscore ensured that the essence of the Duke of York Square brand came through wherever it may be seen. Constant communication and brain storming between PR, events and brand agencies and the client created highly targeted concepts and ideas that all fitted within longer term strategic objectives. The Enjoy Life campaign included data capture, themed events, online promotion, signage, decals and social media activity.


The website needed to reflect and promote all of this whilst not losing the brand essence as an ‘oasis of calm’ set within a continental atmosphere. Underscore achieved this through an elegant image led website design and by ensuring our key brand message ‘Enjoy Life’ was at all times conveyed with prominence and clarity. Our functionality included a full shop directory across all categories, plus a news and events functionality for promotion of
campaigns and PR activities.

Results across 2011 included:

  • Over 15,000 visits to the new website.
  • 14% direct traffic generated from marketing.
  • 500+ newsletter sign ups direct from the website

Social Media

A new Facebook page was set up and populated right at the start of the campaign. Whilst the website was still being completed, we created several App pages within the Facebook account that worked as a mini microsite to allow users to access information in advance of the website launching. The sharing funcionality was also added onto all the news and events features within the website to easily allow users to share and promote our content through Facebook and Twitter.


The events include the Royal wedding street party, Chelsea in Bloom, Music week, BADA fair, Wimbledon screening, Chelsea Shopping event, UEFA Trophy Tour, Shopping Extravaganza, Christmas lights switch on and Santas Grotto.

The events had a bespoke identity and marketing collateral which ranged from information flyers, data capture flyers, online facebook app pages, website news and events articles, microsites, adverts, branded bags through to window vinyls and signage.

All events were a great success and the footfall was up in all cases from the stats for the same period in the previous year. The free Santa’s Grotto at Duke of York Square, was fully booked throughout the whole of November and December. It brought 3,315 visitors to the online booking system, posters delivered to local schools generated over 45% of visitors, 1,200 children visited the grotto with data collection from their parents and in the 1st week in December footfall was up by +44% from previous year!


The success of Duke of York Square 2011 campaign is strongly backed up by these key statistics:

  • Increase in footfall by +19% as we entered 2012
  • Database of over +5,000 recipients
  • Average spend increased by +12% as we entered 2012
  • Online presence generating interest and interaction with the audience
  • Increase in customer loyalty and return visits

The success continues in 2012, with very popular events for Easter, Jubilee and Chelsea in Bloom 2012 drawing record numbers to the square, while spend and database subscribers continue to increase.

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lucia gonzalez de cueto
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