City Central Bid approached Pulse to devise and execute a week long Valentine’s Day promotion. Their objective was to run a campaign alongside a local media partner “Radio City” to excite and drive customers to designated shopping areas.
Pulse creative team devised a number of fun, interactive concepts that were broad ranging and inclusive to all people that visit City Central Bid. The ambition of each promotion was to animate the key city central locations that would in turn increase footfall, spend ratio and raise profile and media interest. The concept selected was “The Heartbeat of the City Tour”, this entailed a fully mobile ‘love seat’ that shoppers and radio listeners could participate in throughout the week.
Our first task was to commission a bespoke heart shaped sofa that could be easily transported, to our five key locations throughout the city centre. Prior to the event Pulse liaised with City Central Bid and Radio City, to bring the logistics of the event together. It was important that the entire event schedule ran on time as a live radio feed was airing at the same time of the promotion. Alongside the ‘Love Seat’ we had a team of PR Models and photographer approaching members of the public to enter the competition and have their photograph taken on the ‘Love Seat’. All photographed entries where uploaded to both City Central Bid and Radio City’s website, this was a great media ploy to increase website hits. At the end of each day one winner would be selected and broadcast live on the radio station to win a fantastic prize.