The objective was to enhance the ambience and atmosphere of the Laneway for customers, ultimately increasing sales and dwell time for retailers.
Our brief was to conceptualise and produce an exciting program of experiential activities that would drive foot traffic into the precinct during the first weekend of trade. A unique, family friendly laneway activation to officially launch this unique casual dining and entertainment precinct.
The result was a weekend long, vibrant, bustling event program consisting of unique New Orleans inspired interactive entertainers, local live bands, and a Saturday night fireworks spectacular. Entertainment program feedback from both customers and retailers was overwhelmingly positive.
To enhance customers experience and encourage trial of the new and existing food offerings in-centre, the entertainment program was coined with the development of a dedicated, food focused, retailer integrated POS tactical campaign.
This took the form of “EAT” boards that were conceptualised and produced by Follow, then strategically installed around the centre and precinct. These six foot high, wooden voucher board installations featured one-time-only offers and deals to twelve key participating food outlets.
The EAT boards were a highly impactful execution and a new, fun experience for customers – with an outstanding redemption rate across the board on all vouchers/offers.
Foot traffic and sales results were extremely positive, with 27-35% increase in foot traffic and thousands of special offers redeemed at participating retailers across the weekend.
The EAT boards were so successful, they have since been adopted and integrated into Westfield North Lake’s always on annual marketing plan for casual dining.