Product category:
Integrated marketing
News Release from: The Liquid Way
Edited by the Marketingservicestalk Editorial
Team on 20 June 2008
Cardinal Place taps into Olympic spirit
With the Beijing Olympics on their way, London retail and leisure destination Cardinal Place is giving sports enthusiasts the chance to compete in their very own 'have-a-go' Wii Olympics.
Visitors to the Victoria-based shopping centre can also take part in a 'mini' version of a classic summer event such as The Chelsea Flower Show, or simply relax and listen to music It's all part of a series of fun and exciting summer events created by integrated creative consultancy The Liquid Way, on behalf of Cardinal Place's owner, Land Securities
This article was originally published on Marketingservicestalk on 1 Feb 2008 at 8.00am (UK)
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The programme is designed to encourage visitors into the development, particularly in the evenings and at weekends.
Kristi O'Connell, Marketing Manager, at Land Securities, said: "Liquid has created an original and exciting series of events that should really capture the spirit of summer 2008, especially with the Olympic Games just around the corner.
"Live music will help us to attract a wider audience by giving local office workers a fun place to come in the evening, while the festivals give people with children something else to do in the Victoria area.
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"We expect this programme to really help raise the awareness and profile of Cardinal Place locally, as well as increasing footfall and ultimately, spend".
The activities kick off with a programme of live music called 'Out of the Box', played every Thursday evening, starting from 26 June and including Jazz, Blues, Classical and Cuban sounds.
For would-be Olympians, the week-long Cardinal Place Wii (Nintendo) Olympics kicks off on Monday 15 September.
Encased with three pods designed as different sporting arenas - such as a boxing ring, running track and swimming pool - entrants can compete in sporting activities on Wii consoles, with the chance to win their very own Nintendo Wii.
Finally, for those who love summer festivals, Cardinal Place has its very own version of the quintessential British 'Season'.
Mini-versions of Royal Ascot, The Chelsea Flower Show, The Goodwood Festival of Speed and the Notting Hill Carnival will run over four summer weekends (from 26-27 July to 16-17 August), providing the perfect midsummer's family entertainment.
The programme will be supported by direct-mail drops and local press ads, co-ordinated by Land Securities.
The Liquid Way has worked with Land Securities for the past three years, and produced last year's summer programme for Cardinal Place, which included a 'virtual' Tour de France.
Derek Manning, Executive Creative Director at the Liquid Way, said: "Our brief this year was to give people who live or work in the surrounding area a reason to come back to the venue on weekends and evenings, so there is something for everyone at Cardinal Place this summer: whether you are an Olympic Games enthusiast, love the British tradition of summer festivals or just want to chill out in the evening to a summery vibe".
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