Posted on 09 Jan 2020
ICG was delighted to see exceptionally strong visitor numbers for The Mall Blackburn's Christmas grotto experience after our PR, design and social teams delivered a successful communications campaign to generate footfall and engagement.
Average daily visitor numbers were up by 65 per cent compared to the previous year and online bookings soared by 134 per cent for the magical experience, 'Santa's Fantastical Post Office'.
Our teams produced the creative to promote the festive experience which was officially launched at an exclusive blogger and influencer event at the end of November. ICG commissioned video content which was pushed out on social channels and The Mall Blackburn's website.
Our PR and social teams also ensured that all messaging about late night Christmas shopping, gift wrapping, retailer offers, gift guides and events were promoted to shoppers across the county through print, outdoor, in-store and online advertising.
Reach and engagement on social media reached an all-time Christmas high and more than £300,000 of press coverage was achieved for The Mall during the retail calendar's vital final quarter, with footfall up by 2.3 per cent in the week from December 23rd.