Easter Fun Days at Kingfisher Shopping Centre

Easter Fun Days at Kingfisher Shopping Centre

Over the Easter period, RBH was tasked with a marketing campaign with the aim of increasing footfall and dwell time.

Kingfisher Shopping Centre, based in Redditch, covers a massive 1.1 million sq ft with key retailers such as M&S, Debenhams, Primark, TK Maxx, Next and Boots, and serves around 180,000 shoppers per week.

Over the Easter period, RBH was tasked with a marketing campaign with the aim of increasing footfall and dwell time by highlighting the new 360 Play, a one stop family entertainment venue, with a two-storey indoor play frame, role play zone, rides, toddler zone and café, whilst still highlighting the in-centre activities, and cheaper parking rates.

In response, an overarching campaign was created which utilised both print and digital media, including; website banners and carousel, e-shots, digital screens, press ads, social advertising and supporting social collateral. Media planning with clear audience targeting was also undertaken.

A look and feel was designed and implemented with the messaging being ‘Easter Fun Days’, whilst highlighting the parking offer and the supporting competition – a year’s pass at 360 Play.

The campaign secured positive results, delivering higher than average industry benchmarks on Facebook, and a 109% increase in website traffic year on year, with an 80% increase in page views.

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