Alhambra What’s It Worth Campaign

Marketing / PR / Print / Social Media

 

Brief

The Alhambra Shopping Centre is a dual level centre in Barnsley with over 40 stores, including some of the biggest names in retail such as Primark, TK Maxx, Next, Wilko and Thomas Cook – helping the venue attract 6.6million visitors last year.

Throughout the year, the popular shopping centre runs various campaigns, aimed at giving something back to the local community. We recently supported the Alhambra with their ‘What’s It Worth’ campaign, giving customers the chance to win a huge prize bundle worth £1559.30 if they could guess the total value of its contents!

The prize bundle included a Nintendo 2DS, mobile phones, luggage, perfume, various gift vouchers and much more! The Centre management also added some big-ticket items including a junior mountain bike and 49” TV.

Talk to Media was tasked with strategising the entire campaign, which included the complete design concept, public relations, social media management, placing press advertising and liaising with local radio to ensure all media outlets were delivering a comprehensive message.

Solution

We ran various advertising campaigns on the Alhambra Facebook page to drive the message to a wider audience, targeting people of all ages in Barnsley. This included an event promotion from the 2nd – 20th May and two post boosts during the campaign, encouraging people to come into the centre to enter the competition.

Our design team created the artwork for the promotion, including A5 flyers, press adverts, competition entry cards, the competition post-box, radio adverts, digital banners, social media artwork, posters, till wobblers and signs that were placed around the huge prize box.

Talk to Media sent out a pre and post press release to various local newspapers across South Yorkshire and specialist retail media including the Barnsley Chronicle, Barnsley Gazette and Shopping Centre Weekly.

Local radio station, Dearne FM, officially launched the competition at the centre, rallying the shoppers and then mentioning the competition daily throughout the two-week campaign.

Outcome

The event was a huge success for the Alhambra Shopping Centre, with over 1,700 customers entering the competition with contact details that the centre can use for future marketing campaigns.

The press release generated over £8,000 in media coverage and was seen by more than 200,000 people and heard by 39,000 weekly Dearne FM listeners.

The promotions on Facebook also helped to spread the word about the campaign, collectively reaching almost 36,000 people on the social network, along with posts on Twitter and Instagram to back them up.

Alhambra What's it Worth campaign