Marketing Trendz Volume 27 Winter 2022 Edition - Page 14

sales promotion & events


QVB extends its brand reach with a unique GWP .
Queen Victoria Building ( QVB – Sydney , Australia ) said goodbye to what had been a holiday decor tradition for years : Adorning the branches of the Christmas tree in its Gifting Suite with Swarovski crystal strands . As it turned the page , visitors had a chance to ensure the ritual lives on in their homes , albeit in a small way , by grabbing Spend $ 1,000 or more and take one of those strands as a home a Swarovski crystal strand . thank-you for shopping . Spending A $ 1,000 ( US $ 712 ) at one of the center ' s tenant stores was enough to get a foot-long strand while spending A $ 1,250 ( US $ 890 ) earned customers a 15 3 / 4 -inch long strand in a GWP promotion that ended on Christmas Eve .
The nod to the past didn ' t end there . The center also offered a new holiday experience , namely a tour of the incoming decor program that included both the unveiling of the new tree and a walk down memory lane from the inaugural Christmas tree of 1898 until today . All of this with inspiration from the Wollemi Pine , one of the world ' s oldest and rarest plants .


A new year means new habits at Alexa in Berlin .
Here ' s one way to encourage shoppers to beat the January blues with a little retail therapy . Germany ' s Alexa , which is located in Berlin ' s famous Alexanderplatz , hoped to attract steady crowds last month using mobile gaming , but it still spread them out .
From January 24 through February 5 , visitors with time to linger were invited to join the center ' s Digital Treasure Hunt . They needed to find seven stations , scan the respective QR code , and answer four questions correctly on the spot to be eligible to win a € 10 voucher ( that ' s worth approx . US $ 11 ). The hunt therefore rewarded customers who broke out of their dash-in-dash-out routine to explore the center and maybe even shop at new stores or try new services . And with 500 vouchers up for grabs , the retail therapy likely went on for a while .
PAGE : 14