The Broadwalk treat their shoppers to a cuppa
Published: 05 September, 2011
To celebrate extended trading hours, Edgware’s Broadwalk shopping centre has linked up with Costa Coffee to create a Happy Hour between six and seven o'clock with shoppers offered a free cup of coffee.
The promotion launched at the start of September with two waitresses in eccentric costumes handing out coffee cup shaped vouchers to commuters at the adjacent railway station and shoppers in the mall. Customers bringing their vouchers back to Costa in the first week of the activity can claim a free coffee in the 'Happy Hour" when shops are staying open to catch the late night trade from time pressed residents and commuters.
"Everyone knows that there is a lot of leaflet and direct selling activity in our centre’s today and we wanted to ensure that this promotion was not confused with the plethora of researchers, chuggers and energy sales people," says Dina Mistry, marketing manager for the The Broadwalk. “We created wacky costumes for the staff and a different looking voucher to ensure that we had a strong uptake on the offer. The strategy worked fantastically with people approaching staff for information and requesting the vouchers.
"The Costa restaurant in The Broadwalk is at the hub of the scheme and by ensuring it is busy in the key launch period of our extended shopping period we are creating a vibrant and bustling atmosphere which will support the stores trading for longer hours," Dina explains. "Costa Coffee have been a great support in this venture and we expect a high level of redemptions for the voucher offer which has no limitations beyond the happy hour time restraint."
The wacky waitresses will be promoting the activity from 8am to 6pm.
The promotion was organised by The Broadwalk in association with specialist shopping centre marketing agency Messages PR.
