M&G Real Estate, the property fund management arm of M&G, is one of the world’s largest property investors specialising in all major real estate sectors across the globe.

Air Social was headhunted by M&G when the investment firm acquired The Friary Shopping Centre from Westfield. M&G required a digital marketing agency that was well established in Guildford and could form and build relationships within the town quickly for a smooth transition.

Before The Friary was acquired by M&G, it had little social media presence. Air Social was successful in establishing an increased social media following and, using our connections within the local area, hosted a number of campaigns and events to increase footfall.

One such event was an annual after-hours Student Night, which offered students from Surrey University and other colleges in the area special discounts when spending at shops within the centre.

We ensured Student Night had a strong presence at the university’s Fresher’s Fair and in student welcome packs, organised special guests including a DJ and local celebrities and ran associated social media campaigns alongside, resulting in the event’s highest ever footfall.