Festival Walk - Real Estate Campaign

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Company: Festival Walk, Hong Kong
Company Division/Group: Mapletree Greater China Property Management Limited
Company Description: Festival Walk, a shopping mall situating at the heart of an extensive transport network in Hong Kong, offers over 200 international brands and boutiques in a relaxed sky-lit space targeting middle to upper affluence group. Since its opening in 1998, Festival Walk has been applauded by local shoppers and tourists alike for being one of Hong Kong’s leading shopping and entertainment destinations.
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Real Estate

Nomination Title: “Christmas Secret Garden” at Festival Walk

Tell the story of this nominated marketing campaign for the judges (up to 650 words). Describe the genesis, planning, execution, and results to date of your campaign. TEXT REDACTED FOR PUBLICATION

Background

Building on the worldwide phenomenon of adult colouring books, Festival Walk – an upscale shopping mall in Hong Kong – collaborated with internally-renowned Secret Garden author Johanna Basford to launch an innovative, multi-faceted marketing campaign with 4 main objectives:

• To drive footfall to the mall during the peak Christmas shopping season
• To drive sales for tenants
• To encourage repeat visits and increase Festival Walk’s overall brand awareness
• To enhance the festive ambiance during Christmas

Strategy

Festival Walk enlisted the help of internationally acclaimed British artist Johanna Basford to transform her globally loved illustrations into a 3D Christmas extravaganza! The mall’s specially designed Christmas decorations brought to life six highly-acclaimed illustrations from Basford’s books – as well as the exclusive debut of two images designed especially for Festival Walk.

Building on the holiday spirit of giving, Festival Walk also organized a charity campaign, appealing to shoppers’ generosity to support the Charles K. Kao (CKK) Foundation for Alzheimer’s Disease.

Activities
Luring foot traffic to the mall, “Christmas Secret Garden at Festival Walk” treated visitors to a fairytale winter wonderland designed by Basford. The marketing program included a number of festive promotional campaigns, including:

Coloring Contest for donations to CKK Foundation for Alzheimer’s Disease
Promoting the benefits of art therapy for Alzheimer’s patients, Festival Walk focused on “colouring” for this year’s charity activities. The mall commissioned Basford to create two exclusive Christmas images, and invited fans to send in their coloured illustrations to participate in a Christmas colouring contest. Festival Walk donated HK$10 to the CKK Foundation for every submission received.

Christmas stage performance and parade
Shoppers who donated HK$80 or more to the CKK Foundation were invited to take photos with Santa in his Secret Garden Cottage. Teams of skilled performers dressed as Floral Fairies delighted audiences with parades and stage performances.

Charles K. Kao Foundation Charity Sales Programme
Festival Walk set up a charity sales booth selling Christmas gifts to raise funds for the CKK Foundation – giving shoppers the chance to show their support for Alzheimer’s patients during the holiday season.

Sales Promotion and Lucky Draw
The mall collaborated with the Bank of China to offer an attractive credit card promotion of shoppers – rewarding customers with Christmas hampers, bottles of red wine, body care sets and even a Lucky Draw for a chance to win an INFINITI Q70 luxury sedan.

Secret Treasure Hunt VR Game Zone
Shoppers who spent over HKD200 at the mall – or donated HKD20 or more to the CKK Foundation – were invited to unleash their inner explorer at our interactive virtual reality game zone.

CHALK it up for a good cause
In line with the Basford-inspired 3D colouring theme, the mall also collaborated with CHALKapella Tee to host a pop-up store, and donated HKD10 from every purchase to the CKK Foundation.

Results

Festival Walk’s “Christmas Secret Garden at Festival Walk” drew shoppers in droves during the competitive Christmas shopping season. The campaign drove a significant increase in footfall (compared to Christmas 2015), and attracted long queues on weekends and public holidays.

The campaign also fuelled significant increases in tenants’ sales revenues.

The mall’s holiday campaign drew repeat customers during Christmas, enhancing Festival Walk’s relationships with loyal shoppers.

Through its charity promotions, the mall raised significant sums of donations for the CKK Foundation.

The colouring contest attracted keen participation with over 2,000 entries received.

The campaign generated substantial media coverage through traditional print and electronic channels, and also created buzz on social networks.

Leveraging an innovative, inbound marketing campaign, Festival Walk delighted customers with a unique shopping experience filled with Winter surprises – successfully boosting footfall and sales at the mall.

In bullet-list form, briefly summarize up to ten (10) of the chief features and results of the nominated campaign (up to 150 words).

• Building on the worldwide phenomenon of adult colouring books, Festival Walk – an upscale shopping mall in Hong Kong – collaborated with internally-renowned Secret Garden author Johanna Basford to launch an innovative, multi-faceted inbound marketing campaign.
• The campaign drove a significant increase in footfall (compared to Christmas 2015), and attracted long queues on weekends and public holidays.
• The campaign also fuelled significant increases in tenants’ sales revenues.
• The mall’s holiday campaign drew repeat customers during the highly competitive Christmas shopping season, enhancing Festival Walk’s relationships with loyal shoppers.
• Through its charity promotions, the mall raised significant sums of donations for the CKK Foundation.
• The colouring contest attracted keen participation with over 2,000 entries received.
• The campaign generated substantial media coverage through traditional print and electronic channels, and also created buzz on social networks.