Please see below for details of the marketing projects we have delivered so far in 2016
We ran a three week advertising campaign with Ujima FM from Friday 16 December to Friday 6 January, promoting Bristol Shopping Quarter as a one stop festive and post festive shopping destination. A 30 second ad was played seven times a day across core listening hours including Ujima's joint breakfast show on BCfm and the flagship drivetime show. We also sponsored a Merry Giftmas giveaway with one lucky listener winning a £100 shopping voucher, this included a Giftmas branded web page and was promoted via a trailer, live reads and ad-hoc tweets.
We teamed up with Avon & Somerset Constabulary to offer a prize draw competition for visitors to their pop-up Cop Shop, which was open in The Galleries from 25 November until 21 December, its aim being to provide shoppers with an easy point of contact with officers, who gave out crime prevention advice, and a higher-visibility police presence during the busy Christmas period. Entrants were invited to subscribe to the Bristol Shopping Quarter e-newsletter for the chance to win a £250 shopping voucher. The competition was won by Lydia Cogan who chose to have a voucher from House of Fraser in Cabot Circus.
Thanks to the generosity of Boots, Marks & Spencer, Fun Warehouse, Barber Brown, Wilko (Clifton & Broadmead), Whittard, Lush, Antics Models, Julian Charles, Xmas Markets Ltd and Bristol Local Christmas Market we were able to offer a fantastic prize comprising one gift for each of the 12 Days of Christmas for this competition. The Facebook post reached 30,373 people and 62% of that reach was organic (18,793 people), breaking the record set by our pantomime/Bristol Marriott Royal competition just a few days earlier. Engagement was really high – 13.68%. Facebook likes have rose from 6591 to 6777 since the competition started on 5 December, almost a 3% increase, but some of these will have come from the panto comp which was also running until 9 December. We now have 1595 newsletter subscribers, an increase of 95% since November’s newsletter – these have come from this and three other competitions, one on Facebook, one with Bristol Post (and other publications in the same group) and one being run through the Cop Shop in The Galleries. The winner was Laura Clatworthy, who was absolutely thrilled having never previously won anything!
We teamed up with Bristol Hippodrome and Bristol Marriott Royal Hotel for a Facebook competition offering two family tickets to see Torvill & Dean in Cinderella on Friday 6 January plus an overnight stay at the hotel for the first prize winner. It reached 78,960 people and achieved 11% engagement. 37% of that reach was organic (compared to 7% for a similar competition last year), more than for any other promoted post in the history of the Bristol Shopping Quarter Facebook page. The winner was Jodie Payne and the runner up Kent Fieldhouse. From the start to the end of the competition our Facebook likes increased by 8.5% to 6711 and our newsletter subscriptions by 74% to 1495.
In addition to advertising earlier this summer to encourage more group visits this Christmas, our marketing campaign comprised radio advertising with Heart FM, including the chance to win a £2,000 Christmas package; press advertising with Bristol Post, Weekend magazine and Metro; advertorials in Weekend magazine, Bath Life, Bristol Life and Bristol 24/7; and online advertising with bristolpost.co.uk, via bristolshoppingquarter.co.uk and via @bristolshopping on Facebook, Twitter and Instagram. Additionally, Visit Bristol's popular Christmas leaflet, detailing all of Bristol's major events, has been repeated this Christmas. The original artwork, created by local artist Sam Pierpoint, is on display in The Arcade along with a window vinyl featuring the Christmas events calendar.
We entered Broadmead into the 2016 Great British High Street competition. There were around 900 entries across 21 categories so we were delighted to have been selected as one of three City Locations finalists. Half the final mark is decided by an expert judge, Ed Cooke of Revo, who we welcomed to Broadmead for a two-hour visit on Tuesday 8 November. He gave us some very positive feedback but we also needed retailers and the public to get involved as the result of a public poll makes up the other 50% of the mark. The voting was open from 18 October for one month, with people able to vote once a day per email address. To help raise awareness we produced a banner and posters for retailers to display. Additionally we commissioned an advertising campaign with the Bristol Post, in print and online, and used our own social media channels to encourage voting. The result will be announced at an event in London on Monday 12 December.
In November we teamed up with Odeon Cinemas in Union Street to offer a family ticket to see Fantastic Beasts and Where to Find Them or any other film rated 12a or under. Entrants had to like our Facebook page and subscribe to our monthly e-newsletter. The competition reached just over 8,000 people and achieved almost 11% engagement. The winner was Matt Forse, who was very happy with his prize.
Bristol's Christmas Market was officially opened by the Lord Mayor, Cllr Jeff Lovell, on Friday 11 November and runs up to and including Christmas Eve. Bristol Local Christmas Market will open outside M&S on Friday 2 December and runs until 23 December. Cllr Helen Holland, co-chair of Destination Bristol, will cut the ribbon and there will be entertainment courtesy of Southmead Hospital Charity who will be bringing a special edition of their Christmas Buskathon to Broadmead. Money raised at the event will be put towards buying small gifts for every patient spending Christmas Day at Southmead Hospital.
On Friday 11 November Santa’s arrival in The Galleries heralded the start of an evening of free entertainment joint-funded by the Broadmead BID that culminated in a spectacular laser light show performed by Lumina Duel and the switching on of Bristol's Christmas lights.
Throughout October we ran a competition in conjunction with Specsavers Opticians, giving away one pair of designer glasses complete with single vision lenses and an anti-reflective treatment, each Friday. The competition reached 5,723 people on Facebook with an excellent engagement rate of 14.45%. The conditions of entry were to like our Facebook page, subscribe to our monthly e-newsletter, and leave a comment. The four winners were Simon Hammond, Wendie Mason, Susan Hart, and Mac Mac, all of whom were delighted to have been chosen.
Broadmead BID supplied 2,000 canvas tote bags for The Galleries team to give out at the University of Bristol and University of the West of England Freshers Fairs in September 2016. They proved extremely popular with students.
Our competition to win a hot air balloon flight for two began on 26th July and closed at 2pm on Sunday 14th August, coinciding with the final day of the Bristol International Balloon Fiesta. The Facebook post reached 46,777 people with almost 10% engaging by reacting, commenting, sharing or just clicking on the post or one of its links. To enter, people had to “like” our Facebook page and subscribe to our newsletter. Anyone who already did both was entered automatically. We gained 339 “likes”, taking us to 6034, an increase of 6% over the duration of the competition. One of the key aims of this competition was to build the mailing list for our new eNewsletter, which goes out on the first Monday of each month - we now have 569 subscribers, an increase of 630% compared to the 78 subscribers who received our 4th July edition.
This year's summer advertising included a five-week campaign with Bristol Post including brightly coloured banner, half-page and full-page adverts in the daily paper and Weekend magazine plus an advertorial feature that garnered a lot of engagement on social media. Ten home page takeovers on the Bristol website included links to further information on bristolshoppingquarter.co.uk and to our e-newsletter subscription form, with new subscribers entered into a competition to win £300 shopping vouchers. There were adverts in the Metro plus advertorials in Bristol Life Magazine and Bristol 24/7 plus an online feature and sponsored e-newsletter with the latter. The advertorials led to enquiries from other local media who then featured our Summer of Sport and Tour of Broadmead events, including BBC Radio Bristol who broadcast live from Broadmead as part of their Clueless programme on Sunday 21st August.
The Broadmead BID team commissioned a three-week radio campaign with Sam FM, which began with a week of on air trails and presenter live reads to pre-promote and build awareness of the on the ground activity. The campaign reached 105,748 listeners, each hearing the message 6.13 times. From the 1st to the 14th August, the SAMbassadors were in the middle of Bristol Shopping Quarter everyday with two foosball tables, encouraging passers-by to compete. The concept proved popular with shoppers of all ages, and from all walks of life, with familiar faces returning for a game each day. Made in Bristol TV heard the broadcasts and asked if they could feature the event on one of their evening shows; the presenters are pictured here playing against the SAMbassadors.
The three-week campaign included on air promotional trails, running from 8th to 27th August 2016; Summer of Sport activity in Broadmead - a surf simulator on 20th August & sporting look-a-likes on 27th August plus either facepainting or crafts each day; an online article page; iPad competition and an additional chance to win online. Competition entrants were asked to subscribe to our e-newsletter as a condition of entry. The campaign reached 258,000 listeners on Heart Bristol and 493 listeners entered into the competition; 99 listeners opted in to hear more from BSQ and the online article page received 1,531 page impressions along with 532 unique click throughs to the Bristol Shopping Quarter website.
Bristol Shopping Quarter's Summer of Sport will run from 1st to 27th August, bringing Broadmead alive with a range of free sporting activities designed to increase footfall and encourage visitors to stay longer. The programme includes the first Tour of Broadmead, an eight-day static bike relay benefitting eight different charities. The event will be promoted with multi-media advertising including three-week radio campaigns with both Sam FM and Heart; a five-week advertising campaign with the Bristol Post including adverts in the main paper, Metro and Weekend magazine as well as on bristolpost.co.uk; a half-page print advertorial plus a longer online feature, a newsletter feature and a Tweet with Bristol 24/7; and advertorials in Bristol Life and Weekend magazines. There will also be lots of coverage on our social media channels - Facebook, Twitter and Instagram. For further details of the Summer of Sport visit bristolshoppingquarter.co.uk
Originally published in October 2014, our colourful independent shopping guide, designed by Co-LAB, was fully updated and relaunched on Monday 4th July - Independents' Day. The launch was supported by an advertising campaign with Bristol 24/7; it also featured in the July edition of our new e-Newsletter, sent out to subscribers that morning, and was picked up by Bristol Post who ran a three-page story, putting several retailers in the spotlight. The guide, which features a map and colour-coded listing, is available from each of the 90+ independent retailers as well as from local hotels and the Tourist Information Centre; it can also be downloaded from the Bristol Shopping Quarter website.
The Broadmead BID team joined forces with Bristol Hippodrome and Radisson Blu Bristol for a competition to win a pair of tickets for Guys and Dolls plus an overnight bed & breakfast stay at the hotel. It ran from 22nd June until 6th July and with the aid of Facebook boosting reached 58,846 people. With 1097 likes, 1145 comments and 530 shares plus various other interactions, total engagement was almost 12%, making it our most successful competition to date. The competition helped us to increase our Facebook "likes" by 543 (10.5%). By offering a hotel stay as part of the prize we were able to target a wider geographical area, appealing to possible tourists as well as Bristol residents. Winner Michelle Blissett was delighted with her prize and can no longer say that she's never been to the theatre!
In June 2016 the BID team ran a Father's Day competition on Facebook. The prizes were an Airfix Vulcan XH558 gift set from Antics Models in Fairfax Street plus a special Father’s Day bundle from Marks and Spencer in Broadmead comprising shorts, polo shirt and card; a 50ml James Bond Ocean Royal eau de toilette from The Fragrance Shop, which has branches in both Merchant Street and Galleries Bristol, and a Cook Out six-piece party barbecue set from Robert Dyas, also in The Galleries. The competition post reached 7,485 people (1,119 organically and 6,366 via Facebook's "boosting"). There were 172 comments, 80 post likes and 90 shares. Overall engagement was just over 14%, which is an excellent result. The winner was Sarah Marriott.
In June we teamed up with Specsavers in Merchant Street for a Facebook competition to mark the launch of a new range of designer frames. The prize was a pair of single vision glasses or sunglasses. Running for just three days, the competition reached almost 4,000 people with 9% engagement. The winner, selected at random from comments left on the competition post, was Trudy Taylor, pictured here with store director Mark Walker when she collected her prize.
Hanging baskets were installed first thing in the morning on Wednesday 1st June on shopfronts around the BID area; by 7.30am there was just one left on the van and a few minutes later it was hung on a new bracket that had just been fitted to the entrance of The Galleries. They will be maintained, courtesy of the BID, and should last until the beginning of October. It’s good to be able to brighten up Bristol Shopping Quarter for all who work and shop here.
The Broadmead BID team has launched a consumer newsletter, featuring news, exclusive offers and competitions. The first edition went out on Tuesday 6th June with subsequent editions on the first Monday of each month. Subscribers were initially invited via our social media accounts but in August we ran a competition on Facebook and one with the Bristol Post for which subscription to the e-newsletter was a condition of entry – by 1st September 2016 there were 744 subscribers.
As part of its 250th anniversary celebrations Bristol Old Vic staged a free performance of Kneehigh Theatre's The Flying Lovers of Vitebsk on Saturday 28th May. We teamed up with the theatre to give away 10 pairs of tickets. The lucky winners all subscribed to our new eNewsletter to enter the competition, with 10 names drawn at random from all those that had subscribed by midnight on Friday 6th May. The first edition of the eNewsletter will be sent out during week commencing 6th June, with the second due to be published on Monday 4th July - Independents' Day - when subscribers will be encouraged to discover Bristol Shopping Quarter's many local independent retailers.
Following a mystery shopping campaign, carried out during March by independent organisation Storecheckers, the Broadmead BID team were delighted to host the inaugural Broadmead BID Retailer Awards at AZUZA Coffee Shop in The Galleries on Tuesday 26th April. Certificates were handed to the top performers across a range of categories, including M&S (pictured) who won Best Large Retailer. Each participant will receive a very detailed report, highlighting strengths as well as any areas where improvement could be made in order to offer excellent customer service. For further information, including details of the finalists and winners in each category, click HERE.
From 5th to 12th April we ran a competition on Facebook with a prize designed to appeal to both women and men, comprising a handmade bracelet from Dolly What Not in St James Arcade as well as No.7 and Bulldog gift sets from Boots. The competition reached 14,772 people (1,843 organically and 12,929 through Facebook boosting); it achieved over nine per cent engagement. The competition was won by Sarah Jane McGregor who was delighted with her prizes; she planned to give the Bulldog gift set to her brother.
In April we teamed up with Odeon Bristol to run a Facebook competition. The prize was a pair of tickets to see My Big Fat Greek Wedding 2 plus a selection of merchandise including an apron, oven glove, wooden spoon, cupcake cases, and wineglasses. The competition ran for less than 48 hours, from around 4pm on Friday 1st April until midday on Sunday 3rd April but in that time it reached 10,884 people (2,208 organically and the rest via Facebook boosting) and achieved almost 7% engagement. The winner was Alison Sullivan.
On the middle weekend of the Easter school holidays the BID funded a fantastic event, inviting shoppers to check in at our Bristol Shopping Quarter check-in desk, which was situated close to M&S in Broadmead, for the opportunity to win European city breaks, overnight stays in UK hotels and many other prizes. The activity was promoted on Heart FM and in the Bristol Post, Metro, Bristol 24/7 and Bristol Life as well as on the Bristol Shopping Quarter website and through our social media channels.
For the fifth year running young visitors to Broadmead have been invited to take part in a hunt for decorated animals, this time zebras, in celebration individuality and uniqueness, which took up residence in shop windows from Thursday 24th March; they will be there until Sunday 10th April. The 38 zebras were decorated by children from local primary schools and maps showing their locations are available from The New Room/John Wesley Chapel (opposite Boots) and from Specsavers on Merchant Street. On Saturday 26th March the Ark Bus team were in Broadmead with some fun free craft activities, joining forces with The New Room/John Wesley Chapel to create a wall of awesomeness; they will be back on Saturday 2nd April. All children completing the zebra trail and making a note of each zebra's name (they are all named after inspirational people) can collect a chocolate reward from The New Room/John Wesley Chapel.
Following the installation of the I Love Bristol wall in The Galleries, in March we ran a competition on Facebook, inviting entrants to visit the wall to take a “selfie”. It reached 16,451 people with around 5% engagement. The prize of £100 gift vouchers (for M&S, Debenhams & Boots) and an Emmeline Simpson teapot was won by Lucy Ware, who was delighted.
The BID was delighted to be able to fund a replacement for the large sail for the Gateway feature (next to Primark). The original had been in situ for around 18 years and was beginning to look a little shabby! The graphics for the new sail were designed by Ken McLaughlin at BSSIX Creative and applied by Signboard Services Ltd; it was made and installed by Architen.
Ken McLaughlin says: "The Gateway Feature is a very prominent landmark in Bristol Shopping Quarter, so I was really pleased when my design was chosen to appear on the new sail. As it's probably the first landmark visitors see when entering the area, the design needed to be striking, as well as aesthetically pleasing.
I wanted the design to symbolise Bristol Shopping Quarter as the heart of our city. The three distinctive waves, flowing down from the tip of the sail and cradling the Bristol Shopping Quarter logo, represent the River Avon flowing into the heart of Bristol and surrounding Bristol Shopping Quarter. The three colours reflect the individual shopping areas that make up Bristol Shopping Quarter: Broadmead, The Galleries, and Cabot Circus."
Image credit: @kenBSsix
The outdoor store directories located near Pret A Manger, Barclays Bank, BHS and Starbucks to show customers the range of shops we have in Bristol Shopping Quarter have recently been updated by the Broadmead BID team. The directories show all Broadmead stores as well as signposting The Galleries and Cabot Circus.
From 24th February to 2nd March the BID team ran a Mother’s Day competition on Facebook. The winner was Gemma Beasor whose prizes from BoConcept, Barber Brown, Tesco Metro, Pure Gym, Boots, Lush, Skechers and Specsavers were worth a total of £450. The competition was really successful reaching 2,105 organically and 14,201 via Facebook’s “boosting”; it achieved more than 14% engagement, which is incredible. Gemma, who planned to share the prize with her mum, is pictured at BoConcept.
During a three week radio campaign run jointly by Sam FM and The Breeze listeners were invited to visit either station's website to leave a 12-word comment explaining why they love Bristol. Teams were also sent to Broadmead to speak to shoppers, finding out what they love best about the city. Over Valentine's Weekend (Saturday 13th & Sunday 14th February), artist Kara Strachan from Street Advertising Services incorporated all the reasons into a six metre by three metre painting, working outside in Broadmead, despite poor weather on the first day, and attracting crowds. Including Brunel's Suspension Bridge and lots of balloons, the finished work, now on display in The Galleries (just within the Castle Park entrance) is very "Bristol".
In February the BID team ran a Valentine’s Day competition on Facebook. This included prizes from Marks & Spencer, Tesco, Whittard of Chelsea, Riot Gifts, Consol and Times Past Sweets. The competition was really successful reaching 1,564 organically and 18,149 via Facebook’s “boosting”. Pictured is Monica Walker who was delighted to have won.
The BID funded a series of radio ads with Heart FM for The Galleries’ Skate and Shop event, which returned by popular demand for February half term. A 126 square metre roller skating rink was installed on the ground floor of The Galleries from 6th to 14th February, with the aim of injecting some retro fun into Bristol’s shopping experience. With free skating, as well as free skate hire and safety equipment, the event proved popular with families in Bristol looking for fun activities to keep the kids entertained during the school holidays. Shoppers were able to take part in a free 30 minute skating session each day, with the rink open from 10am to 5pm.