The Arcadian
Welcome To An Eclectic Mix
The Arcadian is one of Birmingham city centre's leading leisure destinations, and is managed by M Core, an established and highly profitable family of property investment and management companies operating throughout the United Kingdom and Europe. The Arcadian is home to first-class restaurants with global cuisine and glamorous bars, as well as a comedy club and the Ibis Hotel. We partnered to craft a bold strategic transformation to reinvigorate the scheme physically, culturally and digitally, including a new high-performing website and social media strategy that better connect with target audiences, better serve the interests of tenants, and more effectively attract new prospects to fill vacancies.
Digital Redesign
The redesign celebrates The Arcadian as a vibrant hub of diversity, where cultures from around the world come together. The "You're Welcome" theme was developed to promote inclusivity among the visitors and the unique mix of tenants that reflect the rich, multicultural spirit of Birmingham.
The site is built around The Arcadian's 7 core business pillars — Laugh, Shop, Dine, Dance, Health, Stay and Park — all aligned to its target audience personas and optimised to resonate with their needs and cultural preferences.
Brand Activation
An online awareness-raising campaign included a combination of feature articles in local news media channels, and paid advertising on websites and social media platforms popular with their target personas.
An Out-of-Home promotional campaign in and around the City of Birmingham celebrated the plurality of cuisine, culture and brands on offer at The Arcadian, supported by the diversity and inclusivity-affirming "You're welcome" core message.
"We saw the opportunity to build something distinctive for Birmingham, a destination rooted in community, culture and cuisine."
Barry Flint, Director at LCP UK, part of M Core
Social Media Strategy
A consistent social media schedule, including in-house organic posting and collaborations with local micro-influencers, was created to target all layers of the sales funnel, from awareness and interest boosting stories, to promotions and offers that influence decision and action.
Sales Presentations
Cloud-based interactive pitch presentations showcasing compelling facts, stats and floor plans were designed for the sales teams to leverage during warm and cold outreach to prospective tenants.
since the relaunch, Further enhancements are planned as M Core continues to evolve Arcadian into a best-in-class cultural and culinary destination for the city.
