The Brunel has handed responsibility for its marketing to a group of Swindon-based specialists, in a move aimed at strengthening the shopping centre’s ties with the local community.
The town centre retail destination has appointed the Marketing Tribe to oversee its social media, public relations and design activity, following a competitive tendering process.
Rather than being a single agency, the Marketing Tribe operates as a collective of independent marketing professionals who work together to deliver services for shared clients. According to those involved, it was the group’s local knowledge and long-standing connections to Swindon that helped secure the contract.
The team leading the account includes social media consultant Tracy Marland of Social Butterfly Digital, PR specialist Jo Smyth of Word Worker, brand and design expert Mike Land of Nickel Design, and photographer Elizabeth Donovan.
For The Brunel, the appointment marks a shift towards a more locally driven approach to promoting the centre at a time when town centres across the country continue to face stiff competition from online retail and out-of-town shopping destinations.
Tracy Marland said the team were pleased to have been selected.
“We were really delighted to have won the tender. As Swindon-based business owners ourselves, we’re enjoying supporting The Brunel in engaging the local audience and showcasing the centre as part of the community,” she said.
Jo Smyth said she hopes increased media coverage will help highlight the range of businesses, events and activities available within the shopping centre.
Meanwhile, Mike Land said the project carries a degree of personal significance.
“It’s great to be working with The Brunel. It’s been the centre of the town for years – I remember it from when I first came to Swindon for college in the early nineties – so it’s great to now be helping strengthen its identity and position it as a destination for the local community,” he said.
A spokesperson for The Brunel said the centre was keen to work with suppliers who understand the town and the people who use it.
“We love working with the Marketing Tribe and enjoy the positive energy they are bringing towards promoting The Brunel and Swindon town centre. Having marketing led by local people is important, as they understand our shoppers, so it’s easy to arrange face-to-face meetings and have the team on site. Where possible we prefer to use local suppliers to help support the local economy.”
The appointment reflects a growing trend towards collaborative marketing models, where businesses can access a range of specialist skills without relying on a single full-service agency.
The Marketing Tribe has already worked with several organisations across the area. One recent project saw the team provide branding, website development, photography, public relations and social media support for a Royal Wootton Bassett law firm.
For The Brunel, however, the challenge is likely to be as much about changing perceptions as promoting retailers. With Swindon’s town centre continuing to evolve, attracting visitors through a mixture of shopping, events and community engagement remains high on the agenda.
The hope will be that a team rooted firmly in the town can help tell that story more effectively than anyone else.
