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45 COMMERCIALISATION


January has seen several bookings for multi-date roadshows within brand experience. Local Promotions and Customer Acquisitons are strong, with retailers continuing to book annual contracts extending into 2014.


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The Vitality Index* January 2013 – 8%


Nottingham’s Cornerhouse


clear for takeoff Visitors to The Cornerhouse, Nottingham’s leading leisure and entertainment complex, can now soar to new heights following the opening of the venue’s latest attraction – SimSpot. Based on the third floor of the complex, SimSpot offers visitors the chance to take the controls of a Boeing 737 inside a next generation, state-of-the-art flight simulator. Following a briefing with a


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* Benchmarked for confidentiality, The Vitality Index reflects the level of bookings for short term promotional space in shopping centres across the UK from advertisers, promoters, and retailers.


0845 2418215 www.spaceandpeople.com Top 5 Brand Experience Activities


Andrex Clean Campaign – Andrex encouraged Bristol to “Change What You Mean by Clean” in Cabot Circus, distributing packets of Washlets and displaying messages on a water wall.


EE – The 4GEE Experience visited WestQuay shopping centre demonstrating the capabilities of the new, superfast 4G network on a variety of compatible handsets.


Experian – The global information company fought the effects of the UK’s “most depressing weekend of the year” by distributing chocolate bars to shoppers in Broadmarsh and the Victoria Centre in Nottingham.


Windows 8 – Brand ambassadors challenged shoppers in the Metrocentre to “Meet Your Match” using the new Windows handsets from Nokia and HTC, challenging visitors to beat the new Windows OS and win shopping vouchers.


Change4Life – The social marketing programme educated shoppers in Manchester Arndale about unhealthy behaviour and encouraged the adoption of healthier habits by running educational competitions and offering goody bags to winners.


qualified pilot, customers will be able to choose to fly in or out of over 24,000 airports around the world. Options include flying high over the famous skyscraper skyline into Hong Kong International Airport, or landing at Geneva Airport after passing over the snow-covered Alps. The simulator, which was shipped to The Cornerhouse by a specialist team in Germany, is the exact replica of a Boeing 737 cockpit with every dial, button, switch and instrument fully functional to create a truly lifelike flying experience. The simulator is so authentic that many well- known airlines use the model to train pilots and it can create a range of scenarios from simple weather issues, all the way to engine failures. Mark Wright, co-owner


of SimSpot, believes that the attraction is opening in a unique location: “Simulators of this quality are usually found in fairly remote areas, often close to airfields and airports. It’s actually quite rare to find one in an inner-city location, but The Cornerhouse is the perfect base for us. It helps to offer customers a full leisure experience with the option of going for a meal or visiting the cinema before or after their flight with us. As well as individuals and small groups, we will also be offering corporate bookings for a unique team building experience,” he said.


www.shopping-centre.co.uk FEBRUARY 2013 SHOPPING CENTRE


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