Turn your destination into a place people choose to visit
Drive footfall, increase dwell time and give people more reasons to return with destination marketing built around your audience, your place and your commercial objectives.
OnBrand brings together destination strategy, creative campaigns, content, digital marketing, events, PR and customer experience. One specialist team connecting what happens online with what visitors experience when they arrive.
Talk to our destination marketing team
Tell us about your destination, current marketing and the challenges you are trying to solve. We'll review where you are now and identify practical opportunities to increase visibility, engagement, footfall and commercial performance.
Clear recommendations shaped around your destination and its audience.
One team. Strategy
Marketing that gets people through the doors
Successful destination marketing isn't measured by impressions alone. We focus on the outcomes that matter to owners, asset managers, managing agents and centre teams, from visitor numbers and repeat visits to engagement, tenant participation and commercial performance.
Eastgate Shopping Centre
An integrated destination strategy created to reposition Eastgate within the local community, strengthen its identity and generate renewed momentum.
Eastgate social media
An always-on combination of community content, events, short-form video and targeted paid media.
Give people more reasons to visit, stay and return
Retail destinations are competing for something more valuable than spend, they're competing for people's time. Successful destination marketing creates a reason to choose your place over everything else available to them.
That means connecting your brand, campaigns, digital channels, retailers, events and on-site experience around one clear strategy. OnBrand brings those elements together, helping you attract new visitors, strengthen community connections and create experiences people want to come back to.
What we align before the activity begins
- Who your priority audiences are
- What motivates them to visit
- What makes your destination different
- How your destination should be positioned
- Which campaigns and experiences will create a reason to visit
- How digital activity supports physical footfall
- How retailers and occupiers contribute to the experience
- Which channels deserve your marketing budget
- How activity will be measured against meaningful outcomes
Create a destination people want to be part of
Your destination needs to stand for more than the businesses inside it. We help define the positioning, personality and story that gives people a reason to choose your place.
From destination strategy and complete brand refreshes to campaign identities, wayfinding, hoardings and on-site communications, we create a consistent identity that works across every visitor touchpoint. The result is a destination that feels relevant to its audience and has a clearer role within its community.
Create demand before the visit begins
The customer journey often starts long before someone walks through your doors. Search, social media, video, paid advertising, email, PR and your website all influence where people decide to spend their time.
Our destination specialists work alongside our in-house creative and digital teams to develop campaigns that reach the right audiences, build anticipation and turn online attention into real-world visits. From seasonal campaigns and retailer launches to always-on content and major destination initiatives, every channel works towards the same objective.
Give people a reason to come through the doors
Events and experiences can turn an ordinary visit into something worth talking about. We create and deliver activations built around your audience and commercial objectives, from school-holiday activity and seasonal events to installations, competitions, entertainment and community experiences.
But the event itself is only part of the opportunity. We connect promotion before the event, content during it and follow-up afterwards to extend its reach and create more opportunities for repeat visits.
Everything you need to market your destination
Destination strategy and consultancy
We turn commercial objectives, audience insight and destination challenges into a focused marketing strategy.
Brand, creative and placemaking
We create identities and campaigns that give your destination a stronger, more recognisable presence.
Content and social media
We create relevant, authentic content that keeps your destination visible and gives audiences reasons to engage and visit.
Events and experiential
We create experiences designed to generate attention, encourage visits and strengthen your connection with the local community.
Digital marketing and visitor journeys
We connect search, paid media, websites, email and digital content with the physical visitor journey.
Retailer and occupier engagement
We help bring retailers into your marketing rather than treating them as separate from it.
PR and community engagement
We help destinations stay visible and relevant within the communities they serve.
Insights and reporting
We connect marketing activity with meaningful performance data so you can understand what is working and where to improve.
Destination specialists backed by a full-service agency
Destination marketing needs a different approach from traditional consumer marketing. Your campaigns have to work for visitors, retailers, centre management, asset managers, owners and the wider community. OnBrand combines specialist destination knowledge with the creative, digital and technical capabilities of a full-service marketing agency.
Destination specialists
Our dedicated destination team understands the operational and commercial pressures facing shopping centres, retail parks, leisure environments and mixed-use destinations.
Strategy before activity
We start with the destination, audience and objectives before deciding which campaigns, channels or tactics should receive investment.
Online and offline connected
Social, search and paid media work alongside events, signage, retailer activity and the on-site experience rather than operating in isolation.
Creative produced in-house
Strategy, design, photography, video, social content, digital advertising and web expertise sit within one team, helping campaigns move quickly and remain consistent.
Reporting that goes beyond vanity metrics
We look beyond likes and impressions to understand how marketing contributes to footfall, engagement, visitor behaviour and wider commercial objectives.
Built around the realities of running a destination
For more than 20 years, OnBrand has worked with shopping centres, retail destinations and leisure environments across the UK.
Our destination expertise is supported by specialists across strategy, design, content, paid media, digital development, events and shopper communications. That gives you the flexibility of a full-service agency without losing the specialist understanding your destination requires.
Could your destination marketing work harder?
A destination marketing partnership with OnBrand could be the right next step if:
- Footfall or visit frequency needs to increase
- Your destination needs stronger positioning
- Marketing activity feels fragmented or reactive
- Events are happening without enough promotion around them
- Your social channels aren't translating into real-world engagement
- You need more consistent, authentic content
- Retailer participation is low
- Your online and on-site experiences feel disconnected
- Your marketing team needs additional specialist support
- You need stronger reporting against commercial objectives
- You're repositioning or regenerating an existing destination
- You want one agency to manage strategy, campaigns, content, digital and experience
We'll help identify the right scope rather than forcing every destination into the same marketing model.
Support shaped around your destination
Destination strategy
A focused consultancy project to understand your audiences, positioning, challenges and commercial priorities before creating a practical marketing roadmap.
Campaign delivery
Strategy, creative, content, media and activation for a specific seasonal campaign, launch, event or commercial objective.
Ongoing destination marketing
An integrated programme providing the strategic, creative and operational marketing support required throughout the year.
Specialist support
Focused support across social media, paid media, content, events, PR, websites, retailer engagement or other areas alongside your existing team.
Destination marketing FAQs
What is destination marketing?+
Destination marketing is the strategy and activity used to give people a reason to choose and visit a particular place. For shopping centres and retail destinations, this can include brand positioning, campaigns, social media, events, paid advertising, PR, retailer marketing, websites and the customer experience.
What types of destinations do you work with?+
OnBrand works with shopping centres, retail parks, leisure destinations, mixed-use developments, city and town-centre environments and other visitor-focused places.
Can you manage all of our destination marketing?+
Yes. We can provide an integrated ongoing service covering strategy, campaign planning, creative, content, social, digital advertising, events, PR, retailer engagement, websites and reporting.
Alternatively, we can support specific areas alongside your existing team.
Can you help increase footfall?+
Increasing relevant footfall is often one of the central objectives of a destination marketing strategy.
We look at your audiences, catchment, reasons to visit, events, retailers and existing marketing activity before identifying the campaigns and channels most likely to influence visits.
Do you create social media content?+
Yes. Our in-house team creates photography, short-form video, campaign creative and day-to-day social content specifically for destinations.
We can also manage publishing, community engagement and paid promotion.
Can you plan and deliver events?+
Yes. We can support everything from the initial event concept and strategy through to creative, promotion and on-site activation.
This can include individual events or complete seasonal and annual programmes.
Can you work with our retailers?+
Yes. Retailer and occupier engagement can form an important part of the strategy.
We can manage communications, source offers and content, create retailer toolkits and develop campaigns that encourage greater participation across the destination.
How do you measure destination marketing?+
Measurement depends on your objectives.
This can include footfall, dwell time, event attendance, website activity, campaign reach, engagement, audience growth, retailer participation, database growth, redemptions and paid media performance.
We agree the important measures upfront so reporting remains focused on the outcomes that matter.
How much does destination marketing cost?+
The scope depends on the size of the destination, the level of ongoing support required, campaign frequency and which services are included.
Following an initial conversation, we'll recommend the right level of support and provide a clear proposal around your requirements.
Give people more reasons to choose your destination
Whether you need a new strategy, stronger campaigns, better content or a complete destination marketing partner, talk to OnBrand.
We'll review your current activity, understand your commercial priorities and identify practical opportunities to increase visibility, engagement and visits.
- Specialist destination marketing expertise
- Strategy, creative, content, digital and events
- Online and on-site customer journeys connected
- Reporting focused on meaningful outcomes
- Project-based or ongoing support
Tell us about your destination
Complete the form and a member of our destination marketing team will contact you to discuss your current activity and objectives.