St. Stephen's Summer Style Tour

St. Stephen's Shopping Centre in Hull wanted to host a series of summer events to attract customers from around the region

Brief

The event or events needed to reflect the fun, fashionable personality of St. Stephen's.

Anything else?

Two key objectives were identified:

• To achieve £10,000 media coverage*
• To increase database by 15%, adding at least 450 customer profile contact details

The media partner had already been confirmed for this project as Viking FM

So what did we do?

A Summer Style Tour with a classic green VW Camper Van - the St. Stephen's Splitty - as our centrepiece and identity - we took a team of hairdressers and stylists to various locations around East Yorkshire.

At each site they gave advice and tips plus selected several 'fashionistas' whose photos were loaded up onto a Facebook site and the Viking Radio website. These were then voted for and weekly winners announced. At the end of the tour the finalists were judged by a panel of local experts and a winner selected, taking home a complete new look.

Achievements

Despite several typical rainy summer days the tour reached all the objectives and 950 contact names, addresses and e-mails were collected.