Manchester’s Shoppertainment has been appointed to manage commercialisation at The Broadway Shopping Centre in Bradford.

The “mall income” and marketing specialist will be bringing experiential promotions and independent retailers to the location, which is owned by Westfield and Mayer Bergman.

“We take a strategic approach to commercialisation at our centres, looking at not only increasing income but also creating the best overall shopping experience,” explained Clare Andrew, managing director at Shoppertainment.

The shopping centre reopened in November last year, following a £260m redevelopment.

Shoppertainment recently generated the “highest footfall since the Olympics” at the Stratford Centre, with a themed promotion around Alice In Wonderland’s Through the Looking Glass film.

“Interactive and engaging activations such as the Alice event are the perfect way to boost footfall and dwell time. The social media competition which ran alongside this activation was key to the success and engaged with the wider catchment of Stratford. Our Alice in Wonderland event reached 62,989 people with 1,292 responses on Facebook,” said marketing director, Stephanie Potter.