Broughton St David's Day

The challenge

Broughton Shopping may be just across the English border, but it’s proudly Welsh! Every year, it celebrates St David’s Day with a themed campaign. The purpose is to recognise its Welsh customers, increase footfall and sales, work with its retailers and support the start of the annual Marie Curie Daffodil Appeal. In 2019, The Great Welsh Roadtrip was the biggest campaign yet!

What we did

Seven days, 6 bilingual social posts, 5 hundred paper daffodils, 4 retail partners, 3 energetic performers, 2 hours of video and 1 radio ad.
Oh – and a smoke breathing dragon.

The solution

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 game and keep customers playing until the end – Welsh cake anyone? Our main prizes were of higher value and targeted to families. The purpose of this was to encourage participation, and footfall, over half term.

Want to find out more? We’d love to hear from you.