The pulling power of a popular character

Broad St. Mall

Events & Experiences

OBJECTIVE

To create a family-friendly experience and a vibrant atmosphere, with the intention of increasing footfall and spend during a notoriously quiet period in the retail year, between summer and Halloween.

METHOD

We welcomed popular CBEEBIES character ‘Hey Duggee’ to the mall for meet and greets and storytelling sessions one Saturday in October. His visit was promoted organically via the centre’s social media pages and the popularity of the character alone resulted in the Facebook event page achieving a reach of 64.8k and 2.4k responses.

OUTCOMES

The event was incredibly well attended with lengthy queues to meet the character throughout the duration. The centre enjoyed a 25% uplift in footfall year on year and ALL retailers, bar one, reported a significant increase in turnover on the day. These include: The Works + 50%, Greggs +32%, Boswells +43%, Grapetree +67%, Trespass +86%, TK Maxx +17%.


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