Duke of York Square shopping quarter, located just off Sloane Square, has hosted a series of events over the last nine months to raise brand awareness and increase footfall to the retail haven.
Underscore have worked closely with a specialist events company to create the events calendar and ensure that all events are branded and marketed out to the public to gain the best results.
This year has seen a traditional English street party for the Royal Wedding celebrations, and local musicians were encouraged to take to the stage and entertain the visitors to the square for Music Week. The Shopping Extravaganza brought in guest speakers, fashion tips along with personal shoppers and Chelsea in Bloom ran along side Royal Chelsea Flower show, where retailers created beautiful Oriental-themed window displays, with judges and the public voting for their favourite.
We have created a unique brand and supporting collateral for each event, ensuring that regular visitors to the square and passers-by are aware of what’s happening. The collateral ranges from hand-out flyers, data capture flyers, signage, pull up banners, posters, branded bags through to branded inflatable information points. You can see some of the work we’ve created above.
A key element of each event is data capture, allowing us to contact the visitors to promote the square and future events. We have created an online presence for Duke of York Square with a new website, branded Facebook pages and HTML newsletter designs to enhance their brand online as well as in the square.
The successes of this year are clear:
– Footfall in July was +8% from last year. (v West End at +6%)
– Footfall in September was +13% from last year.
– The Duke of York Square database has grown with 3,500+ new contacts.
– Branded Facebook page has 250 likes with 3,500 unique visits in August.
– The website had 3,300 visits in August alone.
The figures are constantly improving as each event passes and plans for the 2012 calendar are also well under way. There are still lots of events and activities taking place this year so keep your eyes peeled, or sign up at their websiteor Facebook to find out what’s coming next!