Allied London

  • Digital
  • Digital Marketing
  • Experiential
  • Photography
  • Interiors
  • Video

Allied London, the leading property developers behind Manchester’s premium business and commercial quarter Spinningfields, had a challenge on their hands. Wanting to draw in the crowds over the spring, they came to us for a pop-up attraction and bar that would catch the eye of passers-by and make an impact on the streets of Manchester.

 

Challenge

With a need to drive footfall to the Leftback development at Spinningfields, estate owner Allied London were looking for a creative way to lead people there. We got our heads together to find the best way to do it.

Approach

We created Tee Party – a quirky nine-hole mini golf course, themed around the traditional British garden party. By carefully choosing the location of each hole, we could encourage a journey through the estate from Spinningfields Square on Deansgate to the Leftbank Kitchens on the site’s far side. Outdoor mini golf. Who could resist?

We also created a pop up bar so you could grab a drink or two along the way. The Club House transformed a disused space with stripped back design features and sports memorabilia dotting the walls. TV screens also featured throughout, showcasing a summer of sport from the Olympics to Wimbledon. We then whipped-up interest through an integrated communications campaign encompassing digital, social, print and video.

Outcome

The result? Considerable local and national press coverage, along with visitors blogging and sharing their experience across the internet and social media. The campaign was also shortlisted for Best Tourism and Leisure Campaign at the Northern Marketing Awards.

Recognition

Prolific North Shortlist

Prolific North Shortlist

Best Tourism and Leisure Campaign

Tee Party was a great success, attracting and entertaining local residents, as well as visitors and tourists from around the North West and across the country.

Luisa dAprano, Head of Marketing (Spinningfields), Allied London

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