Royal Wedding boosts commercialisation activity
Published: 26 April, 2011
Media owner Brandspace reported record interest in their promotional sites where short-term space was at a premium, as brands and retailers fought for space among record crowds drawn by the Easter holidays and the royal wedding.
With most UK employers granting April 29th as a public holiday, centre managers expected the bank holiday bonanza to be the busiest period for retailers before the Christmas.
Neil Jones, director at Brandspace, said: “Easter is always a very busy time of year and, while space is still available across our principle estate, this year we’re seeing record enquiries and bookings due to the extended holiday period. People are making the most of the extra public holiday, whether at home or abroad, which will naturally increase footfall and the time people have to dwell in retail and travel venues up and down the country.”
Brandspace, which manages retail, promotional and experiential space in the UK’s busiest shopping and travel venues, saw higher than average confirmed bookings for the Easter period.
Jones continued: “High footfall and long dwell-times are critical when engaging with consumers in these environments. That is why brands, agencies and independents are all looking to capitalise on what they see as a unique opportunity; reaching a huge number of consumers in a purchase frame of mind, in a short period of time – but there is lucrative space available for smaller traders.”
