Creating an inspirational late night shopping event

By 4th September 2019Case Study, Events, PR, Shopping Centres
concierge at McArthur Glen

How roaming entertainment and random acts of kindness came together to create a night (and day) to remember at McArthur Glen Designer Outlet Store in Ashford.

The Dream

McArthur Glen wanted to stage something a little different for their latest late-night shopping event. Staying true to their brand, they asked us for an aspirational and inspirational event, with impactful entertainment which would stand out from the crowd, in more ways than one.

Our challenge was to find the right kind of top-class entertainment that had enough presence to be noticed among throngs of shoppers and lots of background noise, at the same time as creating a lasting impact for the visitors.

The budget was £7,500 – £8,000.

Our Remedy

Our solution to noticeable entertainment was to bring in a roaming band – Rome – who could entertain shoppers with lots of different performances, bringing the entertainment and the shopping experience together as one.

We also provided a team of six ‘brand ambassadors’ to meet and greet and offer random acts of kindness throughout the day and evening. Each ambassador had a £200 gift card to randomly treat shoppers with by offering to buy gifts for them. This delightful touch ended with visitors receiving their child’s first pair of shoes, or their family evening meal, completely free of charge.

Refreshed and Revived

Our ideas came together to create a truly innovative event. Our band delighted their audiences by delivering unique and imaginative entertainment. Songs were created to celebrate the event itself, with some Wagamama diners being serenaded with the chicken katsu song and even singing special requests in-store.

The uniformed brand ambassadors were a hit too. They were easy to spot and provided some excellent additional branding for the event.

Along with the standard discounts on the day, of up to 70% off designer brands, these lovely ladies made surprise purchases of anything from flip-flops to food. Their random acts of kindness were like dreams come true for the shoppers who have since responded with fantastic feedback on the event.

The morning after the night before

Altogether, the event lived up to the dream of something different, something aspirational and something that fitted with the high-end, high-quality McArthur Glen brand. To top it all off, we gained some amazing press coverage in Kent Live and Hello Ashford.

© 2019 OnBrand. All Rights Reserved.