The Light: driving footfall with a festive pop-up

The Light: driving footfall with a festive pop-up
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Case study · Travel & Leisure

The Light wanted more families through its doors before Christmas, and to raise money for children’s charity Cash for Kids. With Radio Aire we created a magical maze with a Santa’s grotto, elves, hot chocolate and snow machines. Footfall rose 6% on the year before, and more than £1,000 and 100 presents went to the charity.

  • +6% footfall, year on year
  • 133 bookings
  • £1,055 raised for charity
  • 100+ presents donated
Children with an elf at The Light’s festive magical maze
  • Client The Light, Leeds
  • Sector Retail and leisure
  • Services Creative concept, experiential, media partnership, PR
  • When Christmas
  • Audience Families in Leeds
  • Channels Pop-up, Radio Aire, regional media

What did The Light need?

The Light wanted to increase footfall in the run-up to Christmas and raise donations for Cash for Kids, as part of its aim to be Leeds’ go-to family destination.

  • Business objective: grow Christmas footfall.
  • Communication objective: position The Light as Leeds’ go-to family destination at Christmas, and support Cash for Kids.

What was the insight?

Families look for a Christmas day out that feels magical but does not cost the earth. A charity link gives it meaning.

The idea was a magical maze.

What did we do?

  • A media partner. We partnered with Radio Aire, whose Cash for Kids appeal the pop-up supported.
  • A magical maze. Santa’s grotto, hot chocolate, elves, snow machines and craft sessions.
  • Bookings and donations. Families booked visits and donated presents.
  • Regional PR. We secured coverage across Leeds and Yorkshire.

What did it achieve?

Results by stage of the AMEC evaluation framework, with the source for each figure.

Stage Measure Result Source
Outputs Pieces of coverage 9 Prohibition coverage log
Outcomes Bookings 133 (£1,265) The Light
Outcomes Presents donated 100+ Cash for Kids
Outcomes Money raised for charity £1,055 Cash for Kids
Impact Footfall, year on year +6% The Light

What did The Light get from it?

A busier Christmas and a good cause supported. Footfall rose 6% on the previous year.

What did we learn?

  • Partner for reach. Radio Aire gave the pop-up a trusted voice.
  • Make it a family day out. Crafts and a grotto gave families a reason to stay.
  • What we would do differently. track spend with tenants during the pop-up, not just bookings and footfall.