Blog
With the festive period drawing to a close, here at AL Marketing we are reflecting on what worked best this year. From in-centre activations to social campaigns, we’ve seen brilliant examples of what engages audiences, drives footfall, and creates memorable festive experiences. This season confirmed that creativity, authenticity, and a touch of fun are the ingredients for successful campaigns.
Competitions that Spark Excitement
Social competitions are a simple but effective way to engage audiences and highlight tenant offerings. At The Sidings, the Kiehl’s advent calendar competition received over two thousand entries and nearly thirty thousand organic views. For comparison, Bluewater ran a similar competition at the same time but only received thirteen hundred entries.
So why did The Sidings competition do so well? One reason could be that while we kept the post simple, we used a carousel to show all the products inside the calendar. Just seeing the box, can easily be scrolled past, but displaying the contents gave audiences a real sense of what they could win, making the prize more exciting and appealing. This small detail helped the campaign stand out and capture attention. The lesson is clear: sometimes simple, clear, and transparent content makes all the difference.
Show the Real Grotto Magic
With so many grottos on the market, people want to know what the experience is really like. Influencers helped bring the experience to life by sharing relatable stories about their own family visits. One micro-influencer at Broad Street Mall described how her daughter went from feeling overwhelmed to confident thanks to the grotto experience, creating authentic content that audiences could trust. Showing the real journey helps families imagine themselves there and builds excitement before they even visit.
Characters That Delight Everyone
Roaming festive characters are always a hit with visitors of all ages. The Atrium in Camberley offered a full programme of movie-inspired characters while The Harvey Centre featured festive favourites including the mean green one. Characters that spark nostalgia or provide playful interactions are a simple but highly effective way to engage both children and adults.
Activities That Drive Footfall and Retail Engagement
Linking in-centre activities to retailers works exceptionally well. At The Darwin in Shrewsbury, a toy testing workshop highlighted products from local toy shops and encouraged families to explore the stores. These activations not only create a fun experience for visitors but also drive footfall to retailers, making the experience beneficial for tenants as well as families.
Celebrate Local Talent
Festive performances are another way to bring the centre alive and connect with the community. The Sidings welcomed local schools to sing throughout the season, while Broad Street Mall invited choirs to entertain visitors. These events spread cheer, create a lively atmosphere, and showcase the centre’s role in supporting local talent.
Having Fun With Content
Above all, having fun with content really translates to audiences. One of our favourite social reels created for our client The Sidings featured personalised Christmas jokes for each tenant, with staff opening crackers and sharing the jokes on camera. Playful, human content like this is relatable, shareable, and helps audiences feel a connection with the centre and its tenants. Most importantly, when we have fun making content, that energy comes through and engages the audience.