The comprehensive rebranding of the ZONE Retail Park network has been fully completed: all 20 retail parks within the retail portfolio of the MPT Real Estate Investment Fund (MPTIA), managed by Gránit Asset Management, have now adopted a unified and modern visual identity. This milestone marks the successful completion of one of the most significant branding and integration projects in the Hungarian retail market, establishing ZONE Retail Park as one of Hungary’s largest retail park networks with nationwide coverage. The successful milestone will be celebrated by the network under the slogan ‘Shopping that’s about you’, with a nationwide image campaign and a prize draw worth millions.
One of the most significant branding and integration processes in the Hungarian retail market has successfully completed after the ZONE Retail Park network received a unified brand identity.
“It represented a particular professional challenge that, simultaneously with the brand refresh of the existing network, we implemented a complete rebranding at the eight retail parks newly added this year to the MPTIA retail portfolio – the former Park Centers. Our goal was to create such a unified, modern and visually clean environment that supports the quick, convenient and practical daily shopping routine of our visitors across the country,” emphasized Katalin Toperczerné Fazekas, Head of Marketing at Grandum Property Management Hungary.
With the completion of the rebranding of the now 20 retail units nationwide, the ZONE Retail Park brand clearly commits itself to modern, purpose-driven and time-efficient shopping. In contrast to often crowded shopping malls, the network builds on a fast and convenient daily routine: the new visual identity and the renewal of digital channels reflect the practicality that free parking, easy accessibility and a tenant mix tailored to local needs guarantee to visitors across 19 cities nationwide.
“With the comprehensive completion of the rebranding process, we have reached the end of a key, strategic building phase. Following the previous complex acquisitions and the integration of the Park Center units, ZONE Retail Park now operates as such a unified nationwide platform that represents stable value for our investors, predictability for our tenants, as well as a modern, comfortable environment for our shoppers,” underlined Tibor Ruzsinszki, Head of Real Estate Investments at Gránit Asset Management.
Following the consolidation, the ZONE Retail Park retail portfolio now comprises nearly 150 stores and around 50 strong international and domestic brands across a total area of 116,500 square metres. The renewed identity is supported from the 1st of June by a nationwide outdoor image campaign and a related prize draw. A unique feature of the campaign is that, alongside the unified brand message, it showcases each city’s specific local tenant mix for the given ZONE Retail Park, so the advertisements are truly tailored to those living in the area.
The brand refresh is also supported by a nationwide prize draw: in the game named “HUF 1,000,000 – All About You”, a shopping voucher package worth HUF one million will be drawn among the participants, which can be spent at the network’s most popular stores. Furthermore, those customers who, in addition to the game, subscribe to the network’s newsletter will enter the draw for the valuable prize with double chances.
Together with Grandum Property Management Hungary, which is responsible for managing the ZONE Retail Parks, the owner’s long-term objective is to ensure that ZONE Retail Park remains the most reliable shopping destination tailored to daily routines across the country, by putting convenience, optimal value for money and a family-friendly environment to the forefront.
