We took a new approach to the sponsorship of a local women’s football team, working with the players to highlight fashion within the centre and elevate the profile of both the centre and its retailers in the local community. Hitting its goals by involving new retailers, delivering higher digital impact and increased editorial coverage, #QuayLooks was a top scorer. The editorial coverage peaked the interest of titles who had never previously published about the centre and online interaction was 8 times higher than average levels.