Festival Leisure Park is anchored by a cinema and footfall driven by the cinema is imperative to support other tenants at the scheme. With a tough year at the box office predicted, a strategy was required which would combat a scheme-wide drop. An integrated marketing strategy was implemented which saw Festival partner directly with film distributors and on-site tenants and break a World Record. The strategy delivered an overall footfall increase of over 3%, the cinema increasing its market share and national ranking plus positive growth for venues on the scheme.

 

This campaign was awarded a Merit at the Purple Apple Shopping Centre Marketing Awards.