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- Project
- Date
- Client
- Launch of Highcross Leicester
- September 2008
- Highcross, Leicester
The launch of Highcross Leicester necessitated a clear point of difference in providing a dramatic, memorable and unique production that would stand out and generate increased brand awareness and word of mouth. Emerging from a period of regeneration in the original Shire development the launch reflected the confident, progressive brand essence of Highcross whilst connecting with the core values and positive aspects of the wider city.
Spirit developed a multi-faceted 12 hour production designed to deliver on every requirement. Highcross hosted an official opening ceremony which included dynamic dance, acrobatics and a curtain drop which then gave way to a full day of activity that included a River of Silk and Lantern Parades.
RESULTS:
· Attracted over 125,000 shoppers on launch day.
· Over 140 pieces of media coverage received during launch week including 42 broadcast, 64 online and front page press on consecutive days.
· Spirit worked with local community groups to include over 300 artists, dancers and parade participants throughout the day.