The Water Gardens Summer of Sport

 

The Background & Challenge

Velocity was tasked with designing a campaign to promote sport and inclusivity for Harlow Town Centre, and specifically the main shopping centre The Water Gardens. The goal was to increase family and shopper visits during the summer months, foster partnerships with local sports teams, and establish a lasting connection between the community and the town centre.

Objectives

  • Boost visitation from Harlow’s primary and secondary catchment areas during the summer holidays.
  • Increase visit frequency through loyalty programs, a comprehensive communications plan, and targeted digital advertising.
  • Drive and measure spending in the town centre for both food and leisure businesses as well as retail, providing detailed ROI on the campaign's activities.

Campaign Delivery

Velocity launched an integrated "Summer of Sport" program for Harlow Town Centre. This included sport-themed weekends and events in collaboration with local clubs, scheduled according to the professional sporting calendar for the year. Key elements of the campaign included:

  • Family Engagement: Thousands of families could register for free events, providing children with pathways into local sports clubs.
  • Creative and Advertising: A full suite of campaign creatives and advertisements targeted at primary and secondary catchment shoppers.
  • Local Business Integration: Offers and promotions from local businesses were included in the communications plan, with digital promotions allowing for tracking of spend and redemption through QR codes, physical vouchers, and more.
  • Public Relations: The campaign generated strong local PR and photo opportunities.

Results

  • Increased Visitation: Car visits rose by nearly 9% on average over the campaign months.
  • Nearly 4,500 children were pre-registered for weekend events, reaching 98% of capacity.
  • Generated over £50,000 in free PR.
  • Major retailers saw year-over-year percentage increases, some in double digits, during the campaign period.
  • Local sports clubs experienced increased visitation, awareness, and memberships.
  • The campaign earned 2nd place in the National Sceptre Award for Community Campaign of the Year.
The Water Gardens Summer of Sport