Visitors ‘Frozen’ at Hornsea Freeport – but in a good way!
Easter marks the start of the all-important summer season for a destination shopping centre such as Hornsea Freeport. And competition from coastal resorts and tourist attractions, for visitors and their disposable income, is fierce.
To get Hornsea Freeport’s summer season off to a flying start, we developed an Easter event in tribute to the smash-hit Disney film, Frozen. The objectives were simple – to attract family groups, encourage them to stay longer and, of course, spend their money!
We arranged everything from bouncy castles and face-painters, to street entertainers dressed as characters from the film, who sang to the crowds and had their photos taken with young fans.
We promoted the weekend with an integrated marketing and communications campaign comprising: advertising, social media and PR. Local radio station, KCFM, was recruited to attend on the day and entertain our visitors.
The result? On Saturday 4th April, Hornsea Freeport achieved its highest number of visitors for a single day over Easter since 2007.
Simon Tudor, centre manager for Hornsea Freeport, said:
“Frozen has become a worldwide children’s sensation, so we knew the concept of a themed event would be a great attraction. With our tribute to Frozen, we hoped to capture some of the magic of the film, with characters and competitions for families to enjoy, along with traditional Easter activities like our bunny hunt.
“Once again Bluestorm provided a seamless service from concept to delivery. We are delighted with the footfall figures, and look forward to working with them once more for our summer event. Watch this space!”
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