To celebrate the anniversary in style, the Kauf Park in Göttingen – managed by VÖLKEL since 2018 – hosted the most extensive marketing campaign in its history. To mark the 25th anniversary, our center management team organized various activities in the center over a period of three weeks in October – from an impressive exhibition in the shopping street to a high-quality competition for customers and an atmospheric party night as the grand finale:
Exhibition: Superheroes conquer the high street
The “giants of steel”, hand-assembled from scrap metal with great attention to detail, could be admired for two weeks in Kauf Park. Each sculpture is unique and consists of thousands of individual parts. The cars, movie legends and life-size animals impressed young and old!
Competition: Stick it on & win – Kauf Park says thank you for 25 years of loyalty!
The anniversary competition offered the chance to win prizes with a total value of €25,000. To this end, 30,000 anniversary stickers in the Kauf Park design were produced and distributed in the center. Customers who stuck a sticker in a clearly visible place and were lucky enough to be spotted by the competition team on site won money, which ideally resulted directly in center sales through a purchase in one of the sixty stores.
Party night: shop in the morning, party in the evening!
On October 28, the “Einbecker Party Night” finally took place for the second time in Kauf Park. After last year’s successful kick-off, Kauf Park once again welcomed numerous guests this year, who were entertained by music acts such as DJ Franky, Radio DJ Michael Wittig, Georgie Carbutler, Magic Affair and Captain Jack.
The campaigns were communicated through an extensive marketing campaign that was reflected in a wide variety of media, both analog and digital. As an experienced service provider in the field of center management, successful center marketing for us means offering a mix of attractive events and sales promotions in the property, as well as implementing campaigns on analog and digital channels, taking into account the personas and the developed brand steering wheel of the property.