INC. Marketing specialises in marketing, consultancy, design, PR, events, website design, and digital advertising in Belfast Northern Ireland.

Irresistible Solution:
Victoria Square is ‘irresistible’. The scheme, in its infancy, has become a major part of life in Belfast. The illuminated dome of Victoria Square has transformed Belfast’s skyline. Market research indicates that the people of Northern Ireland are embracing of the Victoria Square brand and elude a pride in the changing cityscape. The use of Belfast’s skyline within the creative solution further enhances consumer’s commitment to establishing Victoria Square as the shopping destination in Northern Ireland.

The principle aim of the ‘Irresistible’ creative concept is to communicate a tactical, rich and decadent message. The creative solution had to establish Victoria Square as a brand in itself – fashionable, stylish and aispirational. The treatment is subtly aggressive, maintaining brand strength and delivering key tactical messages, enhancing brand loyalty.

Positive, aspirational imagery is used throughout the campaign. Imagery aims to be emotive and thought provoking. The fusion of juxtaposed imagery reinforces the iconic status of the brand and engages audiences, imploring them to use their imagination and aispire to be as stylish as Victoria Square.

The chosen skyline colour is hues of baby blue – reinforcing a summer theme / feel. The yellow hues in the background culminate in a halo around Victoria Square’s dome, highlighting Victoria Square as a principle focus of Belfast.