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Shop London

Westfield wanted to raise its fashion profile and position itself as London’s first-choice shopping destination while dynamically connecting with its audience

The Solution

In an ESI Media first, we created a joint editorial and commercial content initiative across print, digital and TV called Shop London. Utilising the Evening Standard’s strong fashion presence in the capital, we positioned London as the ultimate destination for shopping and fashion with Westfield at the heart of the idea.

This collaboration went far beyond a content partnership and the media breadth perfectly fitted Westfield’s audience who get their fashion inspiration across a plethora of channels. Working with the Evening Standard’s fashion editor Karen Dacre, we amplified Westfield as a one-stop fashion destination for Londoners with content running as specially commissioned Shop London supplements, sponsored competitions on editorial pages and four bespoke Shop London TV episodes on London Live.

Print examples

Each episode showcased entries for the #FashionHappy campaign, a competition which invited Londoners to submit a three minute video capturing fashion style in London. The series featured Lily Melrose, a successful fashion blogger and students from the London College of Fashion. The content lived both horizontally and vertically across platforms, fully integrating Westfield into the Evening Standard’s authoritative fashion network.

The Results

recall for Shop London
print supplement
Page views
reached through
social media
“This initiative will cement Westfield as a go-to source of credible and quality content on fashion. Being content-driven, it will engage consumers, bringing the brand closer to the London fashion community on bespoke platforms.”

Abi Ward, Business Director at Arena

To talk to us about partnerships, please contact
Jo Aves
Head of Strategic Partnerships or 020 3615 2575