The brief

Touchwood is one of the UK's most exciting shopping and entertainment destinations, located in Solihull. The 650,000 square foot Midlands destination provides guests with an attractive and vibrant range of stores, and in recent years has enhanced visitor experience with events such as music festivals and fashion shows.

Our approach

Liquid was appointed to support Touchwood with consumer press office and crisis communications support in July 2022. Our strategy focuses on raising local and regional awareness of the shopping centre through both proactive and reactive press activities, creative campaigns and event activations.

Our team produces between 2-3 press releases per month, sharing announcements on the centres upcoming events roster, new store openings, and creative campaigns focused on school holidays and national festivals. We also secure regular reactive opportunities and event listings with local magazines and influencers on social media, as well as providing crisis communications support for the shopping centre when necessary.

The impact

In 2023, we secured 125 pieces of coverage in local, regional, and trade media outlets, reaching a total audience of 122 million. Top features included BBC News, Birmingham Live, Birmingham Living, Visit Birmingham, Business Live, Retail & Leisure International and Retail Times.