Event management at The Mall

The brief - Event management project

McKenna Townsend was briefed to help develop, deliver and co-ordinate the event management to support The Mall’s autumn fashion and beauty campaign, that took place at The Mall’s six shopping centres between 14 – 26 September, 2015. The objectives of the campaign were to: engage with retailers on a local and national level, drive retail sales, drive sign ups to the reward scheme ‘RewardME’, engage with local communities, ensure the execution of all events are uniform across the Mall portfolio, using the same budget and communications.

McKenna Townsend developed a comprehensive and robust strategy to deliver the campaign including:

  • Development of the campaign name ‘Fall for ME!’ which was used across all campaign material
  • Fashion experts and bloggers hired to deliver the events
  • Installation of retailer autumn fashion displays in a glass pods at each Mall
  • Liaison with national and local retailers to secure discounts and offers during the campaign
  • Organisation and management of a mini fashion event on the first weekend

  • Organisation and management of a main fashion event on the final weekend with models sourced from local community groups and schools
  • Booking family entertainment such free face painting
  • Handing out free goody bags at both of the events for RewardME members
  • Co-ordination of communications with the local Mall managers throughout the campaign to ensure they were all briefed at the same time, with the same information
  • Development and shared all internal communication, briefings, scripts and contracts for the retailers, photographers, models, MCs and fashion experts.
  • Photography – commissioned and managed photographer for the fashion show
  • Radio advertising – management and booking of media space plus script writing
Goody bags at the The Mall – event management The Mall Fashion Show, event management

  • 24 fashion and beauty events delivered in two weeks

 

  • The average increase in September sales for participating retailers was +5.18% YoY

 

  • 80% of customers would come back for the same event next year according to independent customer poll

 

  • Attendees at the events on the 19th and 26th totalled 1,311

 

  • New RewardME sign-ups totalled 2,444

 

  • 5,380 goody bags were issued
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