Engaging with brands to highlight the benefits of promoting on the mall.
The Ridings Centre created a new events space in a prominent location on the middle mall adjacent to M&S. As well as housing the Centre’s marketing and community engagement events the space is also available for commercial use. Forum began to engage with brands, both local and national, to highlight the promotional benefits of this space.
Forum worked with a car dealership that was opening a new branch in Wakefield who wanted to use the space to hold a recruitment event. The dealership created a sense of theatre on the mall by bringing two branded vehicles and setting up an area to entertain children with a large Connect4 and colouring area. We offered the opportunity of using additional media channels by relocating the Centre’s mobile promotional kiosk into the event’s space for the duration of the placement as well as playing a promotional video on the large screen.
As well as engaging with the local community about the employment opportunities available the dealership created brand awareness and potential sales leads from the vehicles that were displayed. Since using the space for this multichannel advertising event we have attracted a number of other dealerships to the Centre as well as securing bookings from other local franchises including Explore Learning and Avon and sampling campaigns from Coca Cola.