We have been Westfield’s go-to agency for tourism collateral for years now, but we had never produced a magazine for them before. However, fresh from our Selfridges project, we were eager for a new challenge and, once again in association with MVP, jumped at the opportunity to create a high-end magazine for Westfield London’s luxury shopping enclave: The Village.
We launched The Village magazine in three editions: English, Arabic, and Chinese. Each of these was distributed in deluxe 5-star hotel rooms across London and in-flight on first class airlines and lounges, and private jets. The magazines are also distributed in-centre at Westfield itself, and in some choice luxury boutiques (if we were name-dropping, we might mention Louis Vuitton…). Each edition benefitted from bespoke transcreation by our network of Arabic and Chinese copywriters, ensuring that Westfield’s luxury message made it through the translation process, and that the magazine appealed perfectly to its target demographics.
Bespoke fashion photography enlivened features by local UK-based luxury experts and high-profile Arabic and Chinese fashion ‘IT-girls’. The editorial covered an authoritative mix of the latest high-fashion trends, beauty updates, and information about Westfield’s luxury food and beverage and services offering, as well as helpful itinerary suggestions to make The Village ‘pop’ as a must-visit luxury tourist destination.
Digital & Social
We love a good app, and so The Village will be available in a digital format with multi-lingual capabilities and additional functionality (think videos, interactivity, and all the rest). Westfield London and The Village will also benefit from our engagement of Key Arabic/Chinese Opinion Formers, who will use their considerable social media reach to drive further awareness of and interest in The Village and Westfield as a visitor destination.