RBH launches new kids club at Mell Square

RBH launches new kids club at Mell Square

RBH has launched a new kids club, Mini Mells, for Solihull-based retail destination, Mell Square.

The concept’s first outing is shaking up the summer holidays, with Mell Square joining forces with Virgin Active Solihull, to provide free family fitness sessions, every Saturday throughout August.

The aim of the campaign is to promote a healthy lifestyle whilst engaging families as they shop at Mell Square, as well as targeting families who are looking for free activities over the summer holidays. The sessions include; a roaring animal workout, kiddie circuits, yoga and aerobics and are highlighted with eye-catching flags, flyers and promotional stands branded with RBH’s Mini Mells creative.

To activate Mini Mells and maximise engagement and exposure, RBH has created a multi-channel campaign which included the development of the creative concept, PR and social, a Snapchat filter, media support, Facebook advertising and the creation of all printed collateral.

Ahead of the launch, RBH worked closely with retailers and collated items to go into free branded goodie bags for all the Mini Mells taking part to further promote the brand and concept. RBH also invited some of the Midlands’ biggest family bloggers to attend the first session, providing them with a themed high tea at Mell Square’s retailer, Café Isabella afterwards to promote the square’s wider offering. The blogger outreach programme resulted in positive coverage and social interactions.

The launch event and pre-promotion saw the first event fully booked within five days of the launch announcement and the dedicated hashtag, #MiniMells reached nearly 60,000 with impressions in excess of 170,000. RBH secured press coverage in relevant local media titles, including Birmingham Mail, Birmingham Updates, Solihull News and What’s On Birmingham.

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