One of Europe’s leading shopping and leisure destinations, Bluewater, recently announced the appointment of Out of the Blue Communications as its experiential and event marketing agency.

The agency will be responsible for creating fashion events and experiences that are unique to Bluewater, and delivering original brand-owned content for amplification through the line. The first brand experience will take place in May.

“This is an exciting renaissance time for Bluewater,” said Shahla Rushworth, communications marketing manager for Bluewater. “With more than 330 stores, including many well established destination retailers, such as John Lewis, M&S and House of Fraser, Bluewater has also added some exciting new ones to its portfolio, such as Urban Outfitters, Rigby Pellor and Zara Home. With their brand understanding, consumer insight and creativity, we feel that Out of the Blue Communications is the right agency to design innovative brand experiences that break the mould and differentiate Bluewater from other shopping destinations.”

Explaining the rationale behind Bluewater’s events strategy, Victoria Biggs of Out of the Blue Communications said: “Events and experiences are key for Bluewater in order to differentiate the brand from other shopping destinations and reinforce their brand positioning. Equally they are important in order to enhance the guest experience, as well as providing content for PR and a thematic for other marketing channels. Finally, for any shopping destination, experiences and events are important in order to engage and excite retailers. We hope to bring innovative and exciting fashion experiences to Bluewater, which will move away from the traditional approach and differentiate the brand from other shopping destinations.”