Cameron Toll Shopping Centre
Image by Rob McDougall

Cameron Toll Shopping Centre / Cameron Toll Shopping Centre was Edinburgh’s first ‘out of town’, purpose built retail centre.

Opened in 1984, its original design now creates challenges for in-centre marketing activity as there is limited event space available to engage with shoppers and to support retailer activity. As a result, digital channels have become more important to reach and connect with the local community and visitors.

Successful management of the centre’s social media presence comes from working closely with the centre’s management team, a very creative marketing agency and enthusiastic retailers to produce a rolling schedule of social activity.

Engaging content is delivered throughout the year and in response to key trading periods and milestones including individual retailers own marketing activity. New store openings, competitions, an in-mall events programme and retailer promotions all provide desirable content.

Building and maintaining the size of the centre’s Facebook community through organic and paid activity directly impacts on the reach of the created content and provides a valuable support platform for retailers.

Continuous analysis of the performance of the social activity helps shape the planning, timings of posts to gain most impact and the demographic of followers ensuring that engagement levels remain high.