Campaign: Consumer - Highcross enjoys a very Merry Christmas

Campaign: Christmas at Highcross
Client: Highcross Leicester
PR team: Grayling Midlands
Timescale: November-December 2010
Budget: £12,400

Highcross Leicester is a shopping centre with 120 shops, 15 cafes and restaurants, and a cinema. The centre's management wanted to make Christmas 2010 the most successful ever.

OBJECTIVES

- To increase footfall and sales during the Christmas period

- To raise the profile of Highcross outside Leicester.

STRATEGY AND PLAN

The PR team pulled together key performance data and trends from the centre each week during the Christmas period, and issued regular news releases about sales and footfall, along with details of the topselling items during Christmas. The PR team also sourced spokespeople from various retailers to talk to the media.

MEASUREMENT AND EVALUATION

Coverage appeared on BBC Breakfast and the Today programme, along with stories in The Independent, The Guardian and the Daily Mail. BBC Radio Leicester broadcast its mid-morning show live from the Highcross mall every Friday during December. ITV Central and BBC Midlands Today also attended the shopping centre.

RESULTS

There was a 3.5 per cent increase in like-for-like sales in December and an increase of seven per cent in total sales. The shopping centre welcomed 65,000 visitors on Boxing Day, its busiest Sunday ever.

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