Harlequins Shopping Centre in Exeter has been able to increase both its overall footfall and customer “dwell” time following a successful summer promotion which linked the Centre through a sponsorship deal with the Great Gorilla Project and Paignton Zoo Environmental Park
The Centre had a total of 4 Gorillas – based around a display featuring Darth Vader in the middle of the Shopping Centre. The displays and family activities, including two smaller Schools Gorillas were made available every weekend. The involvement of the community throughout the project was key and finding and photographing the Gorillas – found by use of a “Trail map” proved very popular with shoppers. Part of the activity also involved a colouring competition which offered a free family ticket to GO APE.
The supporting campaign involved a range of media including radio, Adshels, bus sides press and promo bikes.
We are now working on the overall marketing plan for the centre for Christmas 2013.