Overview: For outlet and leisure destination Gunwharf Quays, we created an eight-week ‘Snow Festival’ with UK’s longest outdoor real snow slide. To enhance and support the main attraction, we also installed a snow garden and held festival markets to entice shoppers and provide competition for venues that had established ice rinks as part of their offer.
Results: The event created major media attention with record levels of PR coverage exceeding £400k. There was also a dwell time increase of 4% and an Unprecedented uplift in sales, particularly for retailers in the location of the attraction who cited a 13:1 return on investment, equivalent to £800k. The event was awarded Best Event by The British Council of Shopping Centres.