Middleton Grange Shopping Centre: Strengthening Community and Digital Presence

Located in the heart of Hartlepool, Middleton Grange Shopping Centre is a shopping destination offering a wide variety of retail experiences, dining options and family-friendly activities. Home to over 140 stores, from high street brands to independent retailers, the centre caters to all shopping needs.

Our main objectives were to modernise its brand identity, enhance its digital presence and deepen its connection with the local Hartlepool community.

This required a comprehensive refresh of both its visual and online identity while delivering impactful events and targeted marketing initiatives that would attract visitors, boost tenant engagement and solidify the centre’s position as a vital community hub.

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Our Approach

We embraced a strategic, multi-faceted approach to meet Middleton Grange’s goals. The first step was to revitalise the centre’s visual identity. We introduced modern graphics for its website as well as in-centre posters and email signatures, ensuring a cohesive and contemporary image that resonated with visitors and tenants alike.

On the digital front, we reimagined Middleton Grange’s online presence. This included a complete overhaul of its social media channels, highlighted by the launch of a new TikTok channel. With strategic content planning and consistent engagement, social media reach has climbed to an impressive 230k, marking a 25% increase since our collaboration began.

Tenant relationships were another key focus. To foster stronger connections, we launched various campaigns that successfully drew new subscribers to the centre’s email database while boosting interaction with local businesses.

Community events were central to our strategy. A two-day Halloween celebration brought the community together, driving a 13% increase in footfall. For Christmas, we created a truly magical experience, unveiling a new and improved Santa’s Grotto and featuring live performances by local talent.

This festive event delighted visitors, strengthened community connections and achieved an impressive 64% increase in footfall on the day. To amplify the event’s reach and visibility, we partnered with Bauer Media for a digital audio campaign, ensuring a wider audience could share in the festive spirit.

The Outcome

Our strategic initiatives have significantly elevated Middleton Grange’s profile and solidified its position as a cornerstone of the Hartlepool community.

Events such as the Halloween and Christmas celebrations not only drove increased footfall but also fostered a noticeable uplift in community sentiment, with visitors expressing heightened appreciation for the centre's efforts to create meaningful experiences.

The enhanced digital presence has become a vital channel for customer interaction, further strengthening connections with the local audience. Additionally, collaborations with local groups and performers have deepened ties within the community, reinforcing Middleton Grange’s role as a vibrant hub for local life and a source of pride for Hartlepool residents.

Nik McDonald, centre manager, said: “Middleton Grange Shopping Centre has always been at the heart of Hartlepool, and thanks to Cool Blue’s amazing support, we’ve been able to reimagine its role in today’s digital world. Their creativity, sharp insights and dedication have completely transformed the centre – making it about so much more than just shopping! It’s now a place for connection, celebration and pride."

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A major milestone was the successful launch of Middleton Grange’s new website. The platform offers a refreshed user experience and serves as a hub for event updates, promotions and customer engagement.

Cool Blue remains dedicated to supporting Middleton Grange with creative campaigns and dynamic initiatives, ensuring the centre continues to thrive as both a shopping destination and a vital part of the community’s fabric.

“From refreshing our brand to launching innovative digital strategies and hosting incredible community events, Cool Blue has truly been outstanding. The impact on our visitors and tenants has been nothing short of remarkable.”

Nik McDonald, Centre Manager