BTC - Mother’s Day Campaign

Bethlehem Town Centre, is an outdoor shopping centre which caters for Mums of all kinds with their boutique fashion offering. 

We needed to create a promotion that talked to the 'Mums' themselves, who are our main shopper. We took a different strategic approach to most retailers who typically focus on families who are expected to enter their mums in a Mother's Day competition.

The creative idea was to tell  women to make their own mother's day and choose their own perfect gift if they won, one of three, $800.00 shopping voucher. All they had to do to enter was spend $20.00 at Bethlehem Town Centre and enter themselves.

In ten days running up to the promotion we had 1000's of entries and increased our centre database by 25%. Securing more loyal shoppers to Bethlehem Town Centre.

Our three winners were drawn live on the radio, and were all Mum's who had ensured they would have a lovely Mother's day celebrating with their families.

The vouchers were promptly spent at a vast range of retailers at the Centre, from a family meal at Thai Palace, a new outfit at Urban Vogue and books at Paper Plus.