intu rebrands Spanish shopping resort

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intu, owner of many of the largest and most popular retail and leisure destinations in the UK and Spain, has rebranded one of its largest shopping resorts.

Located in Zaragoza, northern Spain and occupying over 206,000sq m, intu Puerto Venecia broke the mould when it opened in 2012 by combining a comprehensive retail mix with extensive leisure activities all centred around a lakeside environment.

The roll out of the brand at intu Puerto Venecia is part of intu’s brand strategy, which was launched in 2013 and has since seen its prompted brand awareness rise to 75% and its net promoter score, a measure of customer satisfaction, rise to 70.

The rebrand to intu acknowledges the changes that have been made to the centre since intu acquired it in 2015, and the continued focus on delivering against the brand’s purpose of making customers smile and helping tenants flourish.

David Fischel, chief executive for intu, said: “Rebranding intu Puerto Venecia further demonstrates the success of our entry into the Spanish market and the strength of the intu brand. We are the only shopping centre landlord with a consumer-facing brand spanning both the UK and now Spanish markets.

We have a highly concentrated portfolio that allows us to offer shoppers and tenants the very best locations, with superb retail and leisure along with our unique customer experience. We are commited to creating compelling, joyful experiences that bring a smile to the faces of our shoppers and helps our retailers flourish. Five years on from the creation of the intu brand, this is a major step for us and I couldn’t be more excited about our plans for the future.”

intu is also enhancing the shopping resort by improving its public realm, curating a comprehensive guest event programme and rolling out its successful digital customer relationship programme making use of five years of experience from in-house digital engagement team.

intu Puerto Venecia is the second shopping resort in Spain to be rebranded under the intu name following the relaunch of the 120,000sq m Parque Principado as intu Asturias in 2015.