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To launch the 3 week Spring fashion campaign, a competition to win an £800 shopping spree was launched shortly after Valentine Day.  To enter the competition Customers were asked to locate 5 competition decals situated in 5 store windows within the shopping centre.  This competition raised awareness to the shoppers of looking in the store windows as well as acting as a data capture for the CRM database.

The creative direction was fresh, vibrant and focused on a fabulous Spring like green colour which was carried through all the promotional elements.  This paved the way for a real spring focused catwalk scene including an Astroturf runway lined with baskets of seasonal flowers reflecting the colours in the creative.

The models, dressed in the latest Spring/Summer fashions from over 20 fashion stores within the centre completed a full catwalk show and after the finale the models filtered to their stores to be posited in the relevant stores windows, where they posed in various mannequin like poses.  The compared catwalk shows, along with the “living mannequins” drove footfall directly to participating retailers and transformed the traditional fashion show into an interactive shopping day for the whole family.

‘Fantastic really well organised event, all products on models sold well that day and throughout the week. Models were great and very friendly.’

- Manager, Marks & Spencer

‘The Denim crops that were on the catwalk were our best seller of the week’

- Assistant Manager, Evans