Thriller Fashion Night
Audience Development, Communications and PR planning, Campaign Planning, Sales and Audience growth, Footfall growth, Data Analysis, Project Evaluation, Event Management, Creative Development, Contracting.
Overview
Churchill Square is the principal shopping centre in the centre of Brighton. Churchill Square has up to 85 shops (when all are let), the functions of marketing and event management are contracted to Jone Lang LaSalle who I worked for in order to drive footfall and income generation for the stores within and develop CSQ as a destination for tourists and local residents.
What I Did
The CSQ team were keen to increase footfall and spend across October and drive revenue ahead of the Christmas period. Working in partnership with Brighton Fashion Week, we revised the tradtional catwalk event and instead tapped into halloween, placing models within the unit windows to 'come to life' as customers exploreed the stores and took advantage of one night only offers, discounts and freebies. The models interacted with passing customers, posed for selfies and caught passing by surprise generating a buzz around the stores.
Results
Footfall doubled for a Thursday evening, reaching 864024 stores participated and generated addtional income. Facebook followers grew by 10.9% on the previous month.Facebook followers grew 582% from October last year. 78.9% of new followers were the targetted demographic age 18-24 Press: circulation, AVE and PRV increased YOY by 53%
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