Trocadero names DNA its digital partner

DNA Advertising has been appointed as the digital partner of shopping and entertainment complex the London Trocadero Centre by real estate firm Criterion Capital.

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The consultancy came through a creative pitch and is now looking to overhaul the centre’s website, building on a recent rebrand and a planned refurbishment programme at the centre.

Tasked with designing, building and managing the new site, DNA will oversee social media activity and engage tenants of the Trocadero ‘to build a strong brand image’, the consultancy says.

Foursquare, a geo-location social media platform, will help the consultancy engage visitors with retail tenants and special offers.

‘A plan your day section will appeal to families visiting London, gamers and young people,’ says consultancy client services director Sarah Znideric, who adds Trocadero is ‘repositioning itself as a key entertainment centre’.

She says the website will be compatible with smartphones and that the consultancy may go on to design apps and look at further mobile connectivity.

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