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Halloween in the City

Halloween in the City

Retail's fastest growing festival

by Lisa Mather
Senior Account Manager
28th August 2018
Gone are the days of wearing bin-liners for capes, trick-or-treating for kit- kats and bobbing for apples, Halloween is big business and Manchester is leading the way.

Hosted by our client Manchester BID, we worked alongside a collaborative team including Marketing Manchester, Manchester City Council, Metrolink and Manchester Evening news, to promote the free-family friendly festival throughout October in the run-up to the main event: Halloweekend.

The two-day festival saw a huge surge in footfall across the city, with many retailers seeing a massive increase in revenue, with some of the city’s flagship stores reporting that sales were boosted by up to 40 per cent. The City’s retail district spanning Market Street to Deansgate, saw an additional 19,000 visitors, compared to the 2016 event. Our client Manchester Arndale saw a pleasing 12 per cent increase in footfall year on year, while the city centre retail district showed an uplift of 10 percent across Halloweekend.

With a conservative Paid Media budget we were able to launch the event on social media and build a strong social presence for the brand and the event with outstanding results across the board.  Over 180,000 people saw our content on Facebook, with over 50,000 of these engaging with the content.  The Facebook audience grew by 113%, Instagram by 87% and Twitter by 37%.

Halloweenmcr began as a small relatively unknown brand, however, following the four week campaign the brand went from strength to strength and was established as a key hub for the Halloweekend and the many events which took place throughout the month. A solid starting block for years to come!

The stats
  • +10% footfall increase across the BID district

  • +12% footfall increase in Manchester Arndale

  • Retailers reported up to +40% increase in sales over the weekend

  • £1.3 million + AVE of press coverage across national and regional print, regional broadcast and online news articles

  • £200,000 value multi-media advertising campaign across digital, press, print, radio, outdoor, social