A free outdoor event bringing communities together to enjoy unique, interactive experiences in a premium retail destination.
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.
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.
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.
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.
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%.