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Trading since 2007 Bergen Town Center wanted to create a splash with a high profile launch event to officially open the centre and establish it as a community hub for families offering a fun and affordable shopping experience. As well as raising awareness for the scheme, Spirit North America was set a number of challenges including generating retailer interest and participation, attracting footfall to the centre and developing a shopper database for ongoing communication.

Spirit devised a pre-event cross-media advertising and promotion plan that would focus on key media targets whilst building links with the local community with the ultimate of aim of drawing shoppers to the centre 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 incentre activity.

As a result interest was high on Grand Opening Day which 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.

Extremely positive feedback from both Center Management and Retailers on the increased level of footfall and consumer awareness noting ‘they have never seen anywhere near the foot traffic’ as seen on Grand Opening Day and throughout the following week.