Peterborough One Retail Park

1st anniversary celebration event

Task

To conceive, design, promote and host Peterborough One Retail Park’s first birthday event. To increase footfall to the venue by 10% and encourage increased spend from visitors.

Solution

We devised, designed, marketed and managed a first-year celebration, under the new brand of PE1, with a family fun day that carried a theme of The Mad Hatter’s Tea Party.

This colourful theme ran throughout the event, including a stage show compered by Heart FM, children’s workshops to make Mad Hatter hats, a Family Tea Party hosted by the anchor tenant, Mad Hatter walkabout entertainers and other party-themed activities for the whole family to enjoy.

We also introduced a ‘Spend, Scratch, Win!’ scheme to encourage shoppers to spend in-store.

The event was promoted on the retail park’s website, poster sites, in-store flyers and on social media platforms.

Results

Organic social media presence for the event reached over 64,000 people, with an engagement rate of over 6%. Footfall increased to the park by 12.5%, with over half of the retailers reporting higher than average takings, and one retailer – The Works – reported their best every Saturday performance for 2 years.

The following day also reported an uplift in footfall by 6%, with shoppers taking advantage of the ‘Spend, Scratch, Win!’ promotion.

For more information about the event, visit PE1’s blog.