Although Westfield was a recognised partner of the London Olympic Games, it was experiencing difficulty bringing that partnership to life at its sites outside of the capital. With indications that, across the country, the ‘Olympic spirit’ was starting to generate its expected buzz, we defined the need for a speedy strategy that would divert this excitement towards Westfield’s shopping centres.
The first step was to engage a Team GB medal contender. We leveraged a deal with long jumper Greg Rutherford, inviting him to showcase his skills at special events within Westfield centres across the country. Long jump pits were installed and sporting masterclasses were hosted by Greg and British sporting legend, Colin Jackson. Local schools and athletics clubs were invited to take part and, to maximise impact, the events were timed to coincide with the arrival of the Olympic torch in each area.
people per centre per day increase on like-for-like visitor figures –delivering a significant boost in spend within the centres
huge media interest, with national media in attendance, along with key local TV, radio and print
OK, so Greg Rutherford won that. But it was our faith and foresight that secured his follow-up appearances to say ‘Thank you’ to Westfield customers
…what it would take to activate Westfield’s partnership with the 2012 Olympics in a way that would maximise impact beyond London, so that other Westfield centres across the country could enjoy the halo effect.