New Site Announcement: Bluewater

 

Open Media and Landsec today announce a landmark partnership bringing premium large-format digital out-of-home (DOOH) advertising to Bluewater, one of the UK’s largest shopping and leisure destinations.

 

The new partnership will give brands the opportunity to reach millions of visitors each year across four strategically positioned large-format digital screens, located at key entrance and exit points throughout the centre. The launch strengthens Open Media’s commitment to expanding its premium large-format DOOH proposition across the UK, while giving brands access to impactful digital environments in high-footfall destinations.

 

The four Bluewater sites will form a key part of Open Connect, Open Media’s premium large-format digital network. The network now comprises 27 screens across 12 key UK regions, providing brands with opportunities to build national reach while connecting with audiences in some of the country’s most prominent retail and leisure environments.

 

The addition of Bluewater marks another significant milestone in Open Media’s growing UK footprint, strengthening its position within the country’s leading retail destinations. With Bluewater now joining the network, Open Media operates premium digital out-of-home sites across three of the UK’s top five shopping centres, giving brands access to some of the country’s largest and most engaged retail audiences.

Located in Kent, Bluewater Shopping Centre opened its doors in March 1999 and has established itself as a leading destination for shopping, dining and leisure. Set across more than 250 acres, the centre has approximately 169,200m² of retail floor space and is the fifth-largest shopping centre in the UK.

 

Bluewater’s distinctive triangular design creates three unique malls, each with its own character. Rose Gallery focuses on fashion and family, Thames Walk brings together a wide range of high-street brands, while The Guildhall is home to more aspirational and premium brands.

 

The centre is home to approximately 250 stores, alongside more than 50 food and drink outlets and a broad range of leisure attractions designed to appeal to shoppers, families and visitors of all ages.

Bluewater attracts a substantial and highly engaged audience, with:

• 18 million annual visitors
• 752,476 visits over a two-week period
• 89-minute average dwell time
• £82 average spend per customer
• Two visits per month on average

Reaching audiences at key moments throughout their journey, the screens offer brands an opportunity to engage consumers when they are in an active shopping mindset, combining premium visibility with the scale and impact of large-format digital.