sales promotion & events
TAKING ONE FOR THE ARTS
Winston Hills incurs a leasing income loss to produce a community win
Located in the same community as the City of Parramatta Art Society Inc.
(CPAS), Australia’s Winston Hills Mall supports the development of artistic
exploration and skills. As the longest running art society in New South Wales,
CPAS aims to foster appreciation of the arts. In early April, the two teamed
up again to present the Parramatta Art Society Exhibition.
The mall’s annual week-long initiative gives shoppers the opportunity to
celebrate work by CPAS members, many of whom are regular shoppers. For
those interested in purchasing a piece or two and learning more, all of the
artwork is for sale and members of the society are on-site to meet, greet, and
answer questions.
“Over the [12-plus] years, both the [CPAS] and their featured artists have
grown substantially and, as a result, the exhibition has grown in size and
popularity. The [local and long-term] partnership has evolved from exhibitions
into workshops and information sessions for NSW Seniors Week, which is
taking on a more interactive element,” explained Nicole Galea, the mall’s
marketing manager.
With more and more viewers visiting the exhibition annually, the mall
enjoys increased shopper traffic throughout the event. Thanks to the CPAS
promoting the event to its members and the public, some visitors come from
outside the mall’s regular retail catchment.
MEDIA MIX
Digital: Social media posts and website listings
On-site: Signage indoors and LED signage in the parking lot
THE BOTTOM LINE
Cost per in-mall flyer: US$20
Social media posts and Web graphics were created and distributed
free of charge
Equivalent of casual leasing fee and loss of potential
income: US$870 + tax
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