There are more than 22,000 students attending University College London, located in the primary catchment of The Plaza. We created a series of exclusive deals, which they could activate by presenting a Plaza loyalty card in store. Boasting fantastic offers and promotions, we marketed the initiative through striking creative, print media and through a dedicated stand at the Freshers Fayre. More than 3500 students took Plaza cards in two days. In the three weeks since launch, footfall has increased on average by 10 per cent.