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- New Jersey Celebrates with Bergen Town Centre
- August 2009
- Bergen Town Centre, New Jersey
Tuesday 25th August saw the very successful Grand Opening Celebration of Bergen Town Center in Parasmus, New Jersey. Spirit North America was tasked with devising and implementing a launch plan that would include the local community and target local media to draw them to the centre on opening day and after as well as generating retailer interest and participation, attracting footfall to the center and developing a shopper database for ongoing communication.
A pre-event cross-media advertising and promotion plan was implemented that focused on key media targets whilst building links with the local community with the ultimate of aim of drawing shoppers to the center on launch week. The plan included art workshops for local children (the results of which would feature in the Grand Opening Day activities), a Direct Mail drop to 35,000 homes, advertising in local press, outdoor and cinemas and data capture through online and in center activity.
Grand Opening Day saw thousands gather to witness the River of Ribbon Parade featuring the artwork of local children and a selection of entertainment including circus acts, magicians, illusionists, aerial artists and performers. Feedback and results from the campaign were extremely positive with all objectives set to Spirit North America being achieved and surpassed.