Events*Whiteleys Goes Great Gatsby

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To celebrate the release of the remake of the classic Great Gatsby film, support the centres cinema and leisure offer and appeal to the affluent local catchment and tourist market, the Gatsby inspired event recreated the glamour and style of the flapper era.

Visitors and press were transported back to the 1920s with art-deco styling, flapper and dapper dancers and hosts, elegant cocktails, Gatsby glamour fashion shows, beauty boudoirs, big bands, swinging sessions, Charleston lessons, retailer offers and much more.

Key Results

  • Footfall up by 17% WOW and 14% YOY
  • 6,000 people attended the event and 2,000 visited the free photo booth
  • 27 retailers involved in the event
  • Retailer sales increases of up to 50%
  • Sold out tickets to see the film at Odeon Cinema
  • Purple Apple Merit award winner

Incredible Edible Gingerbread House

To raise awareness of a central London shopping centre, in a highly competitive and saturated retail market, where media is expensive, people are time poor and press coverage is difficult to achieve, an extra-ordinary event was needed.

And so the world’s first life size edible gingerbread house was created complete with meringue clouds, cupcake gardens and popcorn puffing chimneys.

The three day event in aid of Great Ormond Street Hospital, took families on a magical story telling journey to the house, where they were able to make and take home their own gingerbread.

Key Results

  • 58 pieces of press coverage worth £144,000 including Financial Times, Guardian Guide, Independent Listings, Sunday Times Style Magazine and Time Out London
  • 5% increase in footfall YOY and 30% WOW
  • National TV coverage on ITV’s Daybreak
  • 2,000 views of a YouTube teaser video
  • £5,000 raised for Great Ormond Street Children’s Hospital
  • Purple Apple award winner
  • 6,344,136 million opportunities to see
  • 2,766,143 opportunities to hear

Big Art Biscuit Festival

On Friday 10th & Saturday 11th April the Dolphin hosted a Biscuit Festival in celebration of the county’s Dorset Knob Biscuit Throwing Festival.

Families came together to create a giant Big Art made of a variety of biscuits to bring an outline drawing to life over the course of the event. Children enjoyed a game of cookie crazy golf, practiced their skills for the Dorset Knob Throwing Competition and decorated their very own big cookie to take home. The centre partnered with Dorset Tea for biscuit dunking competitions with Dorset Tea mugs up for grabs and they also handed out free tea throughout the weekend. The centre’s charity of the year Margaret Green had a stand at the event to sell dog biscuits and promote further in order to raise sufficient funds.


Footfall:

Friday +14% YoY

Saturday +21% YoY

PR Value:

£11,218.77

40th Birthday Celebrations

On Saturday 25th July the Grosvenor Centre celebrated 40 years of shopping with an in-centre event for the whole family. There was cupcake decorating along with a birthday trail around the retailers to encourage more spend in their stores and a chance to write about what life is like in Northampton for our very own time capsule, which will be buried at a later date. There was also a giant G cabinet (1700mm x 1800mm x 500mm) in which we asked shoppers to exchange their old plastic shopping bags in exchange for an eco-friendly, long life bag branded with the new Grosvenor Centre logo.

  • Footfall on Saturday was +9.5% YoY (34,692 vs 31,691)
  • Over 600 branded Grosvenor Centre bags were given away on the Saturday
  • 232 children decorated cupcakes and placed messages in the time capsule.
  • PR coverage achieved on BBC Northampton and ITV Midlands