Cheshire Oaks Designer Outlet is the UK’s largest outlet centre, renowned for offering designer brands at exceptional value. With three decades of success behind it, Cheshire Oaks Designer Outlet wanted to mark its 30th birthday in a way that would drive footfall, increase brand awareness, and strengthen its reputation as the home of real style for real people.
About the Campaign
The 30 Years of Style Campaign was developed in partnership with Hits Radio to boost brand awareness and celebrate Cheshire Oaks Designer Outlet’s 30th Birthday in May and June 2025. The goal was to capture the attention of adults aged 18-39 across Liverpool, Wirral and Greater Manchester while creating memorable moments that would spark talkability on-site and online.
This station-endorsed promotion featured a blend of live event hosting, bespoke audio trails, engaging social content, and an interactive competition. By celebrating 30 years of style, the campaign promised big looks, big memories and big throwbacks that connected with shoppers and reinforced brand awareness.
Success Measures
- Audience Reach: 331,179 Adults 15+ heard key messages an average of 3.08 times, delivering strong brand awareness across Liverpool, Wirral and Greater Manchester.
- Talent Engagement: Hits Radio’s Kimberly Wyatt, pop icon and host of the Sunday Night Throwback show, was the voice and face of the campaign. She hosted the live event, performed a 15-minute DJ set, and voiced on-air trails designed to boost brand awareness by celebrating 30 years of style.
- Live Activation: On 6th June, Hits Radio’s Social Squad surprised shoppers at Cheshire Oaks Designer Outlet with compliments and spot prizes. Hidden-camera footage captured genuine reactions, showcasing the centre as the home of real style and amplifying brand awareness socially.
- Digital Impact: A four-week online competition hosted on Hits Radio Liverpool & Manchester station websites invited listeners to watch and win a £1,000 shopping spree. Sponsored social campaigns directed traffic to the competition page, driving data capture and extending brand awareness online.
- Brand Integration: All content was shared through Hits Radio’s channels and Kimberly Wyatt’s Instagram story, with Cheshire Oaks Designer Outlet free to distribute it across their own platforms. Brands offering prizes were given on-air name checks and digital editorial features, enhancing their own brand awareness in the process.
Summary
The 30 Years of Style Campaign was more than just a birthday celebration. It was a strategic, multi-channel partnership that used Hits Radio’s credibility, talent and audience reach to build brand awareness, deliver an engaging experience for shoppers, and achieve measurable results. With live events, social surprises, on-air trails and online competitions, Cheshire Oaks Designer Outlet ensured its milestone anniversary was seen, heard and remembered across the North West.
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