Partnership Opportunities with the Festival of Light

Provided by Hammerson Engage
A free outdoor event bringing communities together to enjoy unique, interactive experiences in a premium retail destination.

Tell us about the Opportunity / What is it?

The Festival of Light is a free outdoor event bringing communities together to enjoy unique, interactive experiences in a premium retail destination. The Festival of Light is a 30 day touring event across Dublin, Birmingham & Southampton. In 2019 we experienced over 230,000 visitors, an +9.8% increase YoY footfall.

What is the Marketing Objective?

The Festival of Light offers brands the opportunity to be part of a premium & unique experience. With an average dwell of 40mins, there's ample time to interact and create meaningful consumer connections.

How does it work?

Partner Presence - Festival naming rights, Welcome wall messaging, Branding on exterior assets, Social media promotion. Partner Activation - Opportunities are available for brands to take a physical space at the festival, with a range of event spaces supported with power, security and lighting - 2x5m & 3x6m experiential space, Pop-up shop / kiosk sites, Product placement within event, Roaming sampling.

Who's used it in the past?

Brands used the 2019 event to build awareness and excitement locally, by organising their own activities. Along with benefiting from the increased footfall, a number of brands including Handmade Burger Co, Skechers, Siam Thai, GymPlus and Tortilla also offered exclusive discounts and deals during the event.

Features / Benefits

Festival of Light used experiential and interactive light displays to excite and engage, and it not only led to increased footfall, it also attracted new consumers to Hammerson's flagship destinations. During the event at Bullring & Grand Central, 31% of visitors to the centre were new, and the number of consumers coming from beyond the destination's core catchment area rose by 5%.

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Guide PriceReach & FrequencyTarget AudienceMedia Types
Contact for details
10 - 15
16 - 24
25 - 34
35 - 44
45 - 54
Female
Both
AB
ABC1
Kids HH
EXPERIENTIAL
RETAIL MEDIA
LocationTimingsMarketing ObjectiveOpportunity Type
South, Midlands01 Feb 21 - 31 Mar 21ENGAGEMENTEVENTS
SPONSORSHIP
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