The Background
The Chimes launched an Easter campaign, the ‘Mad Hatter’s Tea Party & Trail’, across the centre and digitally, to support tenants with Easter promotions, to help drive footfall to stores and restaurants.
The event was fully booked over the entire duration of the 3 weekends of April, which saw over 1,000 children participate in the trail.
These included our sensory sessions, offering those with sensory needs the opportunity to join in the Mad Hatter’s Tea party event, which included lower noise levels, supported by Hillingdon Autistic Care & Support.
The team from Hillingdon Autistic Care & Support joined us on the Saturday as part of Autism Awareness Month and raised over £700 for Hillingdon Autistic Care & Support.
The Technology
Our LEGO® Trail was linked digitally to Darius® and was engaged with 4,005 times, with almost 1,000 chocolate treats given out over the course of the trail. Although the trail was primarily created for children and families, the LEGO® trail was also visited by LEGO® adult enthusiasts specifically to look at the LEGO® models, and The Chimes was featured by Lego fan pages.
The Results
- Toytown had a very successful April, being up on previous year by 17%, exceeding their target.
- Toytown believes that the 26% increase in LEGO® sales was a direct result of our trail, with footfall to sales conversion the highest they have seen since the store opened.
- Footfall on the lower mall was up +14.9%, +19.8% and +14.8% over the course of the 3 weekends of our event, with an increased capacity for the car park, with dwell time tripled.
