The Broadmead BID team joined forces with the marketing department at Wild Place Project to co-produce a free summer trail around Bristol Shopping Quarter, with 24 metre-high bears hosted by shops and attractions across Broadmead, The Galleries, The Arcade, and Cabot Circus from 22 July until 31 August. The objective was to encourage families to visit Bristol Shopping Quarter during the summer school holidays while also raising awareness of the new Bear Wood exhibit at Wild Place Project.
10,000 maps were printed, available for participants to collect from each venue and also distributed to local hotels, Bristol Old Vic theatre (during performances of We’re Going on a Bear Hunt) and via the Tourist Information Centre. The maps were also available to download from the Bristol Shopping Quarter website. Participants completing the trail were able to enter a competition to win tickets to Wild Place Project.
The trail was promoted with an eight week campaign on The Breeze as well as digital campaigns with Visit Bristol and Bristol Live. It was also featured on our own social media channels and participants were encouraged to use the hashtag #BearsGoToTown. We were pleased to see the trail picked up by several local websites and blogs and recommended as something good to do over the holiday period. Competitions linked to the trail delivered almost 1,500 new subscribers for our regular consumer newsletter.
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