The Crown Estate - Thrive
The Crown Estate wanted to deliver summer events across its retail parks that would drive footfall, provide a benefit to the local community and have a lasting legacy.
We identified that while obesity is a major health issue the NHS reports many people are put off exercising because they’re not sure how to start. We created Thrive – a series of fun events for ages to help people find out more about fitness groups in their neighbourhood. Activities as varied as ballroom dancing to boxing took place and 3,627 people took part, with 82% off them saying the event encouraged them to live a healthier lifestyle. Three hundred people signed up for future lessons with local fitness groups.
Special offers, promotions and even in store fitness challenges involved the retailers and 50% reported an increase in footfall. Messages about Thrive reached over 3m people via our press and social media campaign.
Local Councillors and MPs including Tracey Crouch MP, Minister for Sport, attended Thrive events. Alan Campbell MP for Tynemouth summed up Thrive as “A great event for the local community, a fantastic example of a local property owner thinking about how its assets can benefit the local community.”
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“Kallaway understands placemaking, retail and how to engage customers. Their campaigns secure attention, drive footfall and effectively position our brand. Great work.”
Adam Bray
Head of Brand and Marketing, The Crown Estate
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