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In the run up to the most important date on the retail calendar for Ireland’s largest regional centre, Spirit was tasked with creating a tactical promotion that would drive sales into stores as part of the wider communications package developed for the festive season.

The aim was to offer something different to shoppers that would make Christmas shopping less stressful, more memorable and encourage repeat business – all the while driving sales for tenants. Recognising the cash rich-time poor nature of Christmas shopping a series of initiatives was developed to help shoppers:

• Santa’s Helpers - to aid shoppers with the transport of bags from centre to car.
• Gift Guide - to highlight suitable gifts available from centre retailers.
• Gift Angels - to advise shoppers who needed guidance on what they should buy from the Guide and where it could be found.
• Gift Tags - placed on all items featured in the Gift Guide to ease shopper recognition.