Meadowhall buys into The Lucre Group

Yorkshire-based Meadowhall, one of the nation’s most prestigious fashion and lifestyle hotspots, has appointed The Lucre Group as its new UK PR and content agency.

One of six super-regional shopping destinations in the UK, with over 290 stores and more than 50 places to eat and drink, Meadowhall has played a fundamental role in the development of the retail landscape over the past 28 years – throughout Yorkshire and beyond.

Having recently completed an extensive £100 million transformation and with planning approved for a £300m Leisure Hall, adding a further 300,000 sq. ft of leisure space and creating 1,550 new jobs, Meadowhall’s appointment of The Lucre Group will see it perfectly placed to cement this market leading position and build on the brand’s ambitious plans.

The significant six-figure account win follows a five way competitive pitch and the stepping down of previous agency MK Public Relations after a successful 10-year partnership.

Meadowhall will join The Lucre Group’s prominent list of Yorkshire clients including Jet2.com, Shulmans and Superbreak. Designed to increase brand engagement as well as supporting centre performance, the programme of activity the agency will deliver includes everything from media liaison and digital outreach to content creation.

Richard Pinfold, Marketing Director at Meadowhall, said: “The Lucre Group showed an incredible level of creativity, passion and understanding in its pitch that really caught our imagination. The centre itself has been through a staggering transformation of late and so it’s fantastic to have a new team on board, ready to promote these changes and really bring our Seeing is Believing branding to life.”

Tamarind Wilson-Flint, Lucre Co-Owner and Director, added: “Meadowhall is an iconic destination with exciting times ahead and we’re delighted to be joining it’s dynamic marketing team. Home and Lifestyle is one of four specialist divisions in The Lucre Group and an area in which we have extensive experience. It’s this, alongside our approach to strategic planning and creative content, that makes us the perfect partner to help maximise the many opportunities that lie ahead.”