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TMCNet:  Great start to the year as five lead names open at Dalton [Newcastle Journal (England)]

[July 12, 2014]

Great start to the year as five lead names open at Dalton [Newcastle Journal (England)]

(Newcastle Journal (England) Via Acquire Media NewsEdge) IT'S been a good first six months for Dalton Park, with a series of significant new openings. Five top brands have joined the line- up at the North East's biggest retail outlet taking a combined retail space of 9,458sq ft.


The new names add depth to the fashion, home and beauty sectors and include Suit Direct, The Beauty Outlet, ProCook, Grape Tree and Tefal.

Expansion and enhancements have also been carried out to existing stores: TOG 24 have relocated and taken 50% more space and Hallmark are due to upsize and relocate to a unit 40% larger in the next couple of months due to the success of their business at Dalton Park.

A number of stores are in the process of preparing for the launch of Dalton Park's Phase Two development by agreeing lease renewals and completing refurbishments: Starbucks renewed and refur-bished in 2013 (Dalton Park's 10th anniversary).

Adidas carried out refurbish-ments and renewed their lease last October.

Sports Direct and Thornton's updated their store fascias last month - all demonstrating commitment to the outlet and retail success. Dalton Park has received planning consent for Phase 2 of its new development which includes a foodstore, multiplex cinema, restaurants, drive-through, hotel, pub and petrol filling station. The building project, which is estimated to take 12 months, will be delivered by Bowmer & Kirkland Construction who have a wealth of experience across retail, leisure, commercial and accommodation sectors.

For more information tel: 0191 526 6157 or visit the Dalton Park website: www.dalton-park.co.uk Meanhwile, the partnership between Dalton Park and Guerilla Communications grows, as together they see the launch of a new TV campaign.

Guerilla have been working closely with Dalton Park to create an exciting new look and feel for the brand.

The new direction moves away from simply showing Dalton Park as a discount shopping centre and will have a much more high-fashion feel, including the use of emotive language to engage with the audience.

The work spans across multiple platforms including press, online, brand and TV with Guerilla aiming to position Dalton Park as the first-choice shopping destination in the North East of England.

Moving away from traditional shopping centre advertising, Guerilla wanted to create something simple and fresh but with a great deal of fun and personality.

Dalton Park marketing manager Louise Thompson is delighted about the new partnership.

She said: "The team at Guerilla have created a simple yet extremely clever TV commercial and campaign to focus the new-look branding, allowing us to move the centre forward over the next 12 months and beyond.

"Although only appointed three months ago Guerilla have already blown us away with what has been achieved and we look forward to an exciting future in their very talented hands".

The TV advert first aired on ITV at 12:28pm after the show This Morning and will be shown until the end of August.

The team have created a simple yet clever commercial and campaignLouise Thompson (c) 2014 ProQuest Information and Learning Company; All Rights Reserved.

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