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Appointing the Head of Fun

Devising an activation strategy to attract families to Westfield Derby – by appointing a junior Ambassador of Family Fun.


The challenge was to light the blue touch-paper on Westfield Derby’s seasonal calendar of family activities. The primary objective was to get more people into the shopping centre. Then encourage them to join in the fun. The only question was 'How?'


Creating and appointing a Head of Fun for the centre was an engaging approach that captured everyone’s imagination. The search for a fun-loving, energetic and enthusiastic child to take on the 12-month consultancy role in ‘what kids really want’ was begun.

The auditions included an X Factor-style interview with Westfield and its partner, the Derby Telegraph, and there was no shortage of applicants.

Then the social media strategy swung into action. New activities were added to the calendar of events (including a serious makeover of the Christmas grotto packed with ideas from a younger perspective).

The children of Derby were delighted to see that Westfield’s Head of Fun was so ‘on their wavelength’ and totally committed to fulfilling the job description.



Return on Investment within two months

1 Purple Apple

Head of Fun activity earned Westfield Derby a prestigious Purple Apple Merit Award

Being alive to...

…a challenging retail environment, understanding the brand of activation that would generate footfall – the highest visitor numbers and strongest PR coverage in Westfield Derby’s history.

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