retail marketing pack
TWENTY TWENTY SIX
INTRODUCTION
2026 PLANS
2026 MARKETING CAMPAIG NS
THE LIGHT CINEMA
PUBLIC RELATIONS
DIGITAL & SOCIAL MEDIA
FASHION PODS
ADVERTISING, PROMOTION & SPONSORSHIP
COMMUNICATION
DOING WHAT WE SAY
HELLO 2026
This Broadway Retail Marketing Pack provides an overview of all marketing activity planned throughout 2026. It contains essential information on how you can get involved this year - from on-site and digital events to social media campaigns and advertising.
WE GO AGAIN
Last year Bradford was recognised as the UK City of Culture with The Broadway and the wider city hosting plenty of family activities, seasonal events and live performances. This year we want to keep up the momentum! In 2026, we will continue to raise the bar with bigger and better on-site events, integrated digital activity and lots of advertising opportunities. In this pack you’ll find a guide to all activity with a month-by-month overview on page 22.
HERE TO SUPPORT YOU
On a day-to-day basis, The Centre Management Team are always available to support you as a retailer as often as you need. Contact Mandy Stone if you need answers to any questions regarding marketing in the Centre, specific events or would like to discuss how we can raise your profile within the Centre.
2026 PLANS
TARGETED SEASONAL CAMPAIGNS
We’ll be delivering compelling seasonal campaigns via press, radio, digital, social media, PR, direct marketing and in mall, to help drive footfall and increase sales. We are very excited to share our carefully curated plans with you, designed to involve all sectors and tenants.
BUILDING LOYALTY FOR THE BROADWAY
This year we will strengthen emotional connections by amplifying partnerships with local schools, charities and community groups to make The Broadway synonymous with community spirit. We will continue to work with local partners including Bradford Council, Bradford BID, Bradford Science Festival, and more, to position the Centre as an attractive destination for regional and national tourists.
ENHANCE THE BROADWAY AS RETAIL AND LEISURE DESTINATION
Continuing to build on the Centre’s SHOP WATCH EAT PLAY offering, we will enhance the centre experience by continually developing on-site experiences to engage the existing catchment, ensuring every visit is memorable and convenient.
A FRESH LOOK FOR 2026
To elevate The Broadway, we will refresh our brand and digital presence in 2026, ensuring our website and social media platforms offer a seamless, immersive and engaging experience. From updated creative assets to bold new campaigns, The Broadway will reflect the modern culture of Bradford.
marketing campaigns
SAVE THE DATE
JANUARY
CHARITY OF THE YEAR
Our charity of the year for 2026 will be selected by shoppers through an online vote, giving the community a voice in supporting a local cause. Throughout the year, The Broadway will work closely with the chosen charity, providing fundraising support, social media coverage, and promotional opportunities, reinforcing the Centre’s commitment to community, CSR and positive local impact.
SAVE THE DATE
FEBRUARY
NEW CHARITY CHALLENGE WEEK
A centre-wide fundraising event supporting The Broadway’s Charity of the Year, bringing retailers, staff and shoppers together through fun, light-hearted challenges and in-mall activities. Shoppers can get involved by donating and supporting their favourite challenges, with progress shared across the Centre and on social media to create a positive, community-focused atmosphere.
marketing campaigns
SAVE THE DATE
GALLERY OF LOVE
Local schools will contribute children’s artwork to a centre-wide display, while families can take part in a free QR-code heart hunt around the Centre, with a small reward on completion. If your store would like to be involved in the QR-code heart hunt, please let us know.
SAVE THE DATE FEBRUARY FEBRUARY
THE BROADWAY & BRADFORD BULLS
A collaborative partnership and in-centre activation designed to bring the spirit of rugby league to shoppers and fans. Activity may include fan engagement opportunities, interactive elements and co-ordinated digital content to support awareness, reach and engagement.
marketing campaigns
SAVE THE DATE
MARCH
INTERNATIONAL WOMEN’S DAY DANCE FOR LIFE
Celebrate International Women’s Day at The Broadway with a dynamic choreographed routine as part of Bradford Council’s Dance for Life initiative. This empowering performance will highlight the strength and creativity of women through the art of dance, bringing energy and inspiration to shoppers.
SAVE THE DATE
MARCH
MOTHER’S DAY INSTALLATION & WORKSHOP
A spring-themed photo installation encourages visitors to capture and share moments, while a simple drop-in flower activity allows families to create a small, thoughtful gift for Mother’s Day. Together, these activations aim to increase dwell time and encourage social sharing.
marketing campaigns
SAVE THE DATE
MARCH
EID SELFIE INSTALLATION
Recognising one of Bradford’s key cultural moments and welcoming visitors to share in the joy of Eid, The Broadway will install giant letters to spell out “EID MUBARAK” on the mall. To add extra enlivenment, the day will be filled with cultural performances and traditional festivities.
SAVE THE DATE
APRIL, SEPTEMBER & NOVEMBER
CREATIVE ADULT WORKSHOP SERIES
A series of hands-on, community-focused sessions designed to bring people together through creativity while supporting The Broadway’s Charity of the Year. Retailers are invited to get involved by supplying products or materials for the workshops, and participating brands will be promoted as part of the activity.
marketing campaigns
SAVE THE DATE MAY
A
PLACE OF BELONGING
A community-focused activation celebrating unity, understanding and cultural diversity at The Broadway. The event will feature contributions from local faith groups and charities, alongside an interactive installation inviting visitors to share positive messages.
SPACE EXPLORERS PLANETARIUM
This family-friendly, educational activation brings the excitement of space to The Broadway. A pop-up planetarium and themed activities will offer children and families an engaging experience. The activity supports learning as well as encouraging dwell time and footfall.
marketing campaigns
SAVE THE DATE
JUNE / JULY
BRADFORD LITERATURE FESTIVAL
The Broadway is proud to be part of the Bradford Literature Festival with two weekends of family-friendly events. Expect storytelling sessions, interactive workshops and engaging activities designed to inspire young readers and celebrate the magic of books.
SAVE THE DATE
JULY-AUGUST
SUMMER FUN FAIR
A multi-week, family-focused activation bringing a playful fairground atmosphere to The Broadway during the summer period. A themed central feature and rotating weekly activities will encourage repeat visits, exploration and family engagement, with opportunities for retailers to get involved. The campaign supports footfall, dwell time and positions The Broadway as a fun, seasonal destination.
marketing campaigns
SAVE THE DATE
OCTOBER
THE STYLE GARDEN SUSTAINABLE FASHION
The Style Garden is an immersive, sustainability-focused fashion activation at The Broadway. Visitors can enjoy 1-on-1 styling sessions, clothing swaps, and repair or customisation workshops, offering new ways to shop consciously. Retailers are invited to contribute eco-friendly products, samples or vouchers, to create engagement opportunities for stores.
SAVE THE DATE
NOVEMBER
FESTIVE LAUNCH
Kick off the Christmas season in spectacular style with The Broadway’s Festive Launch! Expect a magical evening of entertainment, performances and surprises, as we unveil our Christmas decorations and celebrations to get everyone in the festive spirit.
marketing campaigns
SAVE THE DATE
NOVEMBER
RETAIL, LEISURE & HOSPITALITY AWARDS
The Broadway is proud to host the Retail, Leisure & Hospitality Awards, celebrating the best in the industry across Bradford and beyond. This prestigious event will honour outstanding businesses and individuals, recognising their contributions to the city’s thriving retail and hospitality scene.
SAVE THE DATE
DECEMBER
BREAKFAST WITH SANTA
Once again The Broadway will be host to the Breakfast with Santa events during December. The festive, family-focused event offers intimate meet-and-greet sessions with Santa, a wholesome breakfast, and age-appropriate gifts for children.
THE LIGHT CINEMA
Playing a key part of our leisure offering, The Light Cinema Bradford puts the WATCH into our SHOP WATCH EAT PLAY positioning!
Bringing an exceptional amount of silver screen excitement to The Broadway, The Light Cinema Bradford offers six epic screens, luxurious reclining seats and beautiful café bar to enjoy a pre-film drink.
By targeting families and the catchment area to experience the very best in cinema and events, including live streamed theatre productions from all over the world, The Light Cinema Bradford helps turn shoppers into customers, who we will be encouraged to join The Broadway for the full leisure experience.
HERE’S HOW YOU CAN GET INVOLVED:
Let us know any promotions you will be running or products you’ll be stocking which tie in with The Light’s upcoming releases, so we can cross-promote.
PUBLIC RELATIONS
To stay connected with shoppers and promote activities at the Centre, we have developed an updated PR and Media strategy for 2026. Our advertising efforts span across radio, print and online platforms, ensuring a consistent presence. Additionally, we have implemented various outdoor advertising initiatives to attract both tourists and onetime visitors to the city. Maintaining positive relationships with local and national press is crucial in our mission to push positive press stories. By doing so we remain on the radar of local shoppers, tourists and weekend visitors to Bradford. Our primary goal is to highlight the high-end offerings of the Centre while showcasing its importance to the community, thereby ensuring our retailers remain at the forefront of customers’ minds.
We will continue to position the Centre as the ultimate destination for all things retail and leisure. Our dedicated marketing team at Shoppertainment will collaborate closely with retailers to maximise timely and relevant coverage of Centre and retailer news. Through extensive media outreach, we will target a vast range of titles to keep the public informed and engaged.
By employing this comprehensive PR and Media strategy, we will maintain our connection with shoppers regardless of any challenges, promote Centre activities effectively, and further establish the centre as a top-tier retail and leisure destination.
HERE’S HOW YOU CAN GET INVOLVED: You can get your store mentioned in the press if you tell us about any shop refits, events, fundraising for charity or new store openings.
DIGITAL
DIGITAL & SOCIAL MEDIA
We maintain constant contact with our customers by actively involving them online through The Broadway’s website and social media platforms. These serve as ideal spaces for retailers to ensure that visitors are informed about your store, promotion and the most recent updates. All our online channels are regularly updated with the latest campaign information, events, offers and navigation maps of the Centre.
WEBSITE
In addition to being featured in the store directory and on the online interactive map, our retailers can also take advantage of our ‘What’s On,’ ‘News’ and ‘Offers’ pages. As part of our digital strategy for 2026, we plan to enhance our news section by regularly publishing blog posts that showcase retailers and their outstanding staff. If you’re interested in participating, please feel free to contact the marketing team; we’re eager to learn about the wonderful initiatives happening in your store. These pages, including our ‘Jobs’ section, are continuously monitored. If you have any job openings you’d like to share, please send them our way.
SOCIAL MEDIA
EMAILER
Sustaining a vibrant conversation with our customers plays a pivotal role in fostering customer advocacy and loyalty. To achieve this, we guarantee that The Broadway’s Facebook, X and Instagram pages are not just highly active but also feature a blend of in-centre photos and videos aligned with current social trends, catering to how our customers engage with media. Through optimising direct communication and sparking discussions, we maintain connections with our current customers while enticing new visitors to the Centre. We consistently monitor all social media platforms and respond to customer queries and comments on a daily basis.
TO APPEAR ON THE WEBSITE OR OUR SOCIAL MEDIA, PLEASE CONTACT THE BROADWAY MARKETING TEAM.
Every month, we distribute newsletters directly to our engaged audience of over 14,000 subscribed shoppers via email. These newsletters serve as a dynamic platform to unveil the most recent events, exclusive offers and noteworthy news taking place at The Broadway. It presents a valuable opportunity for our retailers to connect with and capture the attention of The Broadway shoppers. If you have compelling offers or exciting news stories that you would like to showcase in our upcoming newsletters, please don’t hesitate to reach out to our dedicated marketing team. We are eager to collaborate with you to ensure that your promotions and stories receive the visibility they deserve among our vibrant and expansive subscriber base. Your contributions make our newsletters a rich source of information and entertainment for our loyal shoppers.
FREE WIFI
Free WiFi is offered to all shoppers at The Broadway. When they sign up, we’re able to grow our database month on month. We use the information we learn about our visitors to keep them up to date via our e-newsletters, telling them about new store openings, centre sales and promotions and must-see events that are coming up. To appear on the website or our social media please contact The Broadway marketing team.
SOCIAL MEDIA
CREATING ENGAGING CONTENT
The Marketing Team at The Broadway is committed to collaborating with retailers to directly connect with shoppers, providing them with insights into upcoming activities at the Centre and the latest offers from stores.
Our goal is to deliver compelling content that mirrors the unique offerings in your store, fostering engagement and generating interest. If you’re looking to promote your bestseller products, announce sales and promotions, or highlight new and upcoming lines, please reach out to us.
We not only create content using the materials you provide but also make regular visits to your store to capture captivating photographic and video content. This helps to showcase and emphasise the diverse offerings from our retailers, ensuring that the content we produce accurately reflects the essence of your brand and encourages customer engagement.
SOCIAL COMPETITIONS
Campaigns and competitions run regularly on our pages to accompany and amplify our in-centre events and encourage more followers. Our social media channels are a great way to highlight your events or a new product release, as well as maintain customer loyalty. Retailers also have the opportunity to contribute prizes for the competitions, ranging from smaller, £20-value gifts, to more grand-scale products. These social media competitions are a fantastic way of raising awareness of your store. We can’t guarantee a space but if you’d like awareness of your store across our Facebook, X or Instagram, please feel free to reach out to us. We welcome the opportunity to collaborate and explore ways to promote your brand to a wider audience.
FASHION PODS
Fancy showing off your latest fashion collections on the mall? Our stunning fashion pods give retailers the opportunity to display their new seasonal styles as part of our marketing offering. Since the pods were installed in 2021 we’ve received reports that sales have increased for items placed within them!
We have three fashion pods available for use for one month at a time to allow fashion retailers to participate.
To book a fashion pod, please follow the procedure on the My Broadway App or contact Mandy Stone.
ADVERTISING, PROMOTION & SPONSORSHIP
PRIME OPPORTUNITIES
The Broadway provides a prime opportunity for brands and retailers alike to speak to their key audiences. There’s a wide variety of advertising, promotional and sponsorship opportunities, both short and medium-term. As new opportunities are presented and technology evolves, this list will grow to reflect the changing marketplace.
PROMOTIONAL SITES: SHOPPERTAINMENT
Lyndsey Rowlands, Commercialisation Marketing Manager lyndsey@shoppertainmentmanagement.co.uk
0161 804 7806
DIGITAL ASSETS: BAY MEDIA (HANGING LIGHT BOX)
Joe Tansey, Campaign and Data Manager joe.tansey@baymedia.co.uk
DIGITAL INTERNAL AND LED SCREENS: JCDECAUX
Hannah McCleery, Partnership Manager JCDecaux UK Limited hannah.mccleery@jcdecaux.com
0790 387 2754
STAY IN TOUCH
E-NEWSLETTER
Regular newsletters are sent out to everyone on our database to keep us connected to our customers. Containing everything from events and retailer offers to new store openings, our newsletters provide essential info and inspiration to create awareness and encourage repeat visits to the Centre. If you’d like to be featured in the newsletter then please contact us to sign up to the distribution list, just visit broadwaybradford.com.
MARKETING WHATSAPP GROUP
We have a dedicated WhatsApp Group to allow all of our retailers to quickly communicate any news, offers or promotions to the marketing team. The chat is monitored Monday to Friday by the marketing team who will then upload any promotions to our social media channels and our website. Contact the Marketing Manager if you would like to be added to the group.
DOING WHAT WE SAY
RETAIL COMMUNICATION
It’s your shopping centre, so we want to make sure you’re as involved and up-to-date as possible.
In addition to this pack, some of the things you can expect to see from us throughout the year include:
RETAILER HANDBOOK
This contains helpful information about The Broadway along with the rules, regulations and procedures for the use and operation of your unit in the Centre, which you are obliged to comply with under the Terms of your Lease. This is available on the My Broadway Retailer App.
SPRINGBOARD
The Broadway continues to work with Springboard to provide footfall and retail sales analysis. Every week, you’ll receive a report outlining:
• Weekly sales graph
• Weekly footfall (Week on Week % comparison against centres within Yorkshire and across the country)
• Footfall by the day, hour and weekly percentage change
• Retailer feedback
MY BROADWAY RETAILER APP
The My Broadway Retailer App is available to download from the App Store and is a user-friendly tool to communicate centre management documents, events, visitor numbers, inspections, safety, performance, waste management, weather and public initiatives to you at a personalised level, on any device. You can also report an issue, suggest a promo or give general feedback.
HOW TO RECEIVE WEEKLY REPORTS
Your store will receive an email each week from the Dailysalestracker@springboard. info. You simply click on the link and enter your daily sales plus any additional comments by 2pm every Tuesday. By Tuesday 6pm, you’ll receive an automated report emailed directly to you.
EVENTS CALENDAR AT-A-GLANCE
