37 COMMERCIALISATION
Marketing activity index
Every month from now on Shopping Centre will be carrying the SpaceandPeople Vitality Index.
The index - benchmarked for confidentiality - reflects the level of bookings for short-term promotional space in shopping centres across the UK from advertisers, promotors and retailers.
Booking levels are consistent with this time of year, with many Christmas promotions still being organised and companies starting to look at booking for the beginning of 2012
Top 5 Recent Brand Experience Activities
• Maoam Mixer UK Tour – features touch screen music mixers, allowing shoppers to go head-to-head with their own music mixes. It has visited multiple shopping centres including Churchill Square, Brighton and Festival Place, Basingstoke.
• Mercedes-Benz A-Class – encased in a mirrored cube, the Concept A-CLASS was surrounded by pillars of coloured LED light, which responded to the sound of passers-by, changing colour and revealing the vehicle within. It has been touring the country, transported in a purpose built glazed truck, including a visit to Manchester Arndale.
• Mario Nintendo 3DS Tour – to raise awareness of the new metallic red Nintendo 3DS and Mario games, Nintendo and Mario have visited various shopping centres, offering the chance to try the new products and meet Mario himself.
• Superdrug Student Bus Tour - Superdrug travelled to 20 university cities with its pink double decker bus during fresher’s month, offering Beautycard registered students a free beauty treat with NYC makeovers and Barry M mini manicures.
• Radox Spa Roadshow – Radox has been touring the country, visiting various locations in cities including Glasgow, Birmingham and Sheffield, to promote its Radox Spa range.
tree can take to the 200 leading luxury brands and established high street names found throughout Canary Wharf’s shopping mall – conveniently located beneath the ice rink. To encourage combined skate and shop visits, those spending £10 or more in store or booking a skating session will be rewarded
with three hours free parking. Camille Waxer, chief
administrative officer at Canary Wharf Group, said: “Canary Wharf really comes alive at Christmas, it buzzes from the moment the lights turn on to when the last skater leaves the ice in February.” Brian Jokat, managing
director of Skateco UK, added: “I am really excited about the start of our seventh season here - we are hoping that this will be our best ever. “With such a fantastic array
of food and drink both at the rink and in the Wharf, we are looking forward to welcoming everyone to London’s finest rink.”
www.shopping-centre.co.uk November 2011 SHOPPING CENTRE
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