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- Project
- Date
- Client
- Surrey's Next Top Model
- October 2010
- Peacocks Shopping Centre, Woking
Peacocks has run a Fashion/CRM led campaign each summer for a number of years which attracts young, budding catwalk models from the locale to become the face of the Centre’s Christmas campaign whilst generating good local PR during lower trading summer periods.
Spirit delivered a new, fresh approach to the campaign in 2010, exploiting the Facebook association to create an exciting online social group that promoted the campaign and associated events faster to establish record entrants across all age categories.
The results were excellent in both driving footfall, underpinning sales performance through the summer periods and developing broader recognition of the centre’s emerging offer and retailer line up.
The integral phases of the campaign over a 9 week schedule included
- • 3 day Scouting Spectacular
- • 2 Heat events
- • Weekly, regional press coverage through the media partnership
- • Calibrated on-line & social media messages and promotions
- • Outdoor 6 sheet advertising
- • Grand Finale
The finale was a professional production of retailer fashions modelled and performed by the finalists who had undergone an intense period of choreography training to help win them the coveted title of ‘Surrey’s Next Top Model’.
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