Drawing a close to the end of the Chinese New Year, the Festival of Lanterns marks the end of traditional celebrations. Westfield Garden City hosted a pop-up night market with a mix of Asian vendors over two nights alongside a schedule of high impact entertainment.
What was delivered:
- - Concept, execution and theming for market style event including nine Asian street hawker style food stalls, event decor and vendor management
- - An event schedule across two nights including fire twirlers, traditional Chinese lion dancers, DJ sets and stilt walkers
- - An integrated digital plan across paid, owned and earned channels
The results:
- - An increase in visitation to the precinct by 14% and 20% over the Friday and Saturday nights respectively
- - 10,000 people in attendance against a target of 3,000
- - An increase in sales across the precinct by an average of 10% YoY
- - Record breaking visitation to the Westfield Garden City events web page - 9,107 unique views against a target of 2,500 unique views (previous benchmark)