Experiential marketing campaign – Broughton Shopping Centre, Wales
Broughton Shopping Centre is situated in Wales, just across the English border, but it’s proudly Welsh!
Every year, the shopping centre celebrates St David’s Day. Their experiential marketing campaign aims to recognise its Welsh customers, increase footfall and sales, and support its retailers.
Working with event and production partners, we created a life-sized boardgame which took players on a road trip around Wales and tested their knowledge of all things Cymru! To add to the excitement, we centred it around a Welsh dragon who had to be defeated to complete the game.
The campaign was promoted throughout the centre and online channels via a range of bilingual point of sale, social posts, and online games. In the weeks leading up to the campaign, these onsite elements included Marie Curie branding to promote the Daffodil Appeal.
We engaged with a number of Broughton retailers to offer spot prizes throughout the week to keep customers playing. Our main prizes were of higher value and targeted at families, to encourage participation and footfall over half-term.
And the result? Seven days, six bilingual social posts, 500 paper daffodils, four retail partners, three energetic performers, two hours of video and one radio ad. Oh – and a smoke breathing dragon.
year on year
year on year
shoppers took on the Great Welsh Roadtrip