Cavendish Square PR and communications manager Lauren Baronet explains, "One of the main reasons that we decided to partner with the show again, is that it has proven to be an excellent means of expanding the visibility and awareness of our brand. This follows the positive feedback that we received last year, which made it clear that the show was perfectly in line with the tone and personality of the mall's brand."
Primedia Lifestyle's CRM business unit, Source, wove an interactive Facebook element into the campaign to extend shoppers' experience of the brand via its Facebook page. Source account manager, Andrea de Wit, explains that this voting mechanism was designed to facilitate the conversion of existing shoppers to followers of the mall's Facebook page, thereby engendering further brand loyalty. It also reportedly allowed for an effective measurement of participation in the competition that will be useful for future advertisers seeking to use this type of tool for their promotion.
This digital alignment also made perfect sense given that the mall has a high ratio of web users in comparison to its foot count figures, with a large percentage of its shoppers accessing its website. The majority do so via their Smartphones, with 40% owning an iPhone and 39% a Blackberry.
