To keep a brand in people’s mind, branded event activations for shopping centres is crucial to make your brand standout in today’s competitive retail industry. Creating memorable branded event activations is an excellent strategy for increasing footfall, dwell time and average spend for shopping centres. With an increasing trend of consumers turning to online shopping, physical retail spaces are always looking effective ways to attract in-person footfall and interactions.
What are Branded Event Activations?
Branded event activations for shopping centres are immersive, themed experiences that are designed to promote the shopping centre’s brand in an engaging event. This can be any branded campaigns or seasonal events, ranging from giant photo ops, bespoke installations to hands-on activities like trails and arts and crafts. Unlike traditional marketing, activations can encourage visitors to participate and interact with both the event and the retail space.
There are many creative ways to incorporate branding into different elements of an event activation, creating cohesive, engaging events that leave a lasting impression. It goes without saying that the primary goal of branded event activations for shopping centres is to draw attention, bringing footfall. However, it’s also a subtle way to give shopping centres and their tenants the opportunity to showcase their brand identity in a fun and impactful way. Modern shoppers are constantly looking for experiences worth sharing, online. It is crucial to make these events ‘photo-friendly’, so that it can be shared on social media platforms like Instagram, Facebook, and TikTok - encouraging user-generated content, extending the digital footprint of the brand. All of the above, in turn, can potentially increase visitors’ average spend across the board.
Popular Types of Branded Event Activations for Shopping Centres
Seasonal Trails & Branded Trails
Both our seasonal and non-seasonal trail offerings can often be branded, from easter egg hunts to gingerbread trails, a subtle way to blend in with the seasonal activations to lead families around the shopping centre. Each trail checkpoint can feature bespoke branding or interactive branded activities, helping increase brand visibility as well as bringing visitors to different areas of the centre.
Branded Workshops & Activities
We offer a wide variety of hands-on workshops that can be branded such as branded arts and crafts, children’s workshops, educational activities, etc., providing an added value and encouraging longer visits for both children and adults. Quite often these activities offer a take-home keepsake, where branded items can be a very long-lasting marketing piece in someone’s household!
Immersive Photo Ops
Immersive photo opportunities is a key for shopping centre activations as they’re designed to stop shoppers in their tracks and encourage sharing photos on social media platforms. These photo opportunity installations can often be branded, ensuring your shopping centre’s brand is a focal point of the installation.
Pop-Up Installations
We also offer a range of temporary installations that can be fully branded, from props and signet to staff uniforms. We offer installations such as pop-up beach, Santa’s grotto, pumpkin patch, Diwali garden, Jurassic zones and more, turning spaces into a vibrant activity area and attraction.
Live Entertainment
Bring your shopping centre branded event activation to life by introducing branded live performer appearances! Our live performers can be styled with your branding, or dressed as seasonal favourites to go with the centre’s event theme.
Our branded event activations for shopping centres service is bespoke so almost everything can be customised and adapted to your branding, target audience and marketing goals. Whether you're planning a one-off event or a full seasonal campaign, our shopping centre event services are designed to meet your goals. We work closely with you from concept to delivery to ensure the final experience aligns perfectly with your vision. Read out last blog on our top 5 engaging activities for shopping centres and contact us to learn more!