Events - Kingsway Centre
Advertising / Campaign Creation / Copywriting / Digital / Event Management / Marketing Strategy / Media Planning / Photography / Social Media Management
A gradual change in shopping habits has increasingly left retail centres battling with online competition for a share of customer's spend.
For cities and shopping centres alike, no longer the domain of high street giants, focus has been made on enhancing the overall customer experience. From events, leisure services through to eateries and ice rinks, malls have morphed to attract more people through their doors.
For Kingsway Centre, Icon developed a Spring/Summer event programme to raise its profile, positioning the centre firmly as a family friendly venue, bustling with atmosphere.
To compliment the activities, Icon devised an integrated social media and print campaign to build momentum and engage with target audiences.
In Spring, the February Half Term event programme which was packed with free events and a multi channel campaign, saw a marked increase in social media interaction for Kingsway.
Increase in Facebook engagement
Increase in Twitter profile visits
Increase in Facebook likes and followers
For Easter, we ramped up the campaign. Our six-week lead-up focusing on the ever-popular Dino Day activity featured bespoke illustrations and a Facebook campaign that resulted in a 204% increase in page visits, with a 104% increase in likes and followers.
The early season events programme provided a great platform to the Summer & Winter campaign and saw Kingsway Centre crowned winner of 'Best Shopping Complex/Entertainment Venue' in Wales at The Welsh Hospitality Awards 2019.
Winners all round!
“Working with Icon on event planning is hugely rewarding. They consider all our tenants in the centre and work hard to ensure everyone benefits from the events.
We beat off some impressive competition to win Best Entertainment/Retail Complex in Wales and look forward to carrying on delivering a great family service in 2020!”
Operations Manager, Kingsway Centre