Businesses launching products need to find new ways to entice their audiences. With new brands hitting the market in the world of fashion, the pressure is on brands to create immersive events in unique locations to boost sales.
The challenge
Businesses launching products need to find new ways to entice their audiences. With new brands hitting the market in the world of fashion the pressure is on brands to create immersive events in unique locations to boost sales. In this case sports retailer JD Sport and outdoor brand North Face had partnered with Q-Park to showcase North Face’s new products which were being sold in JD Sport stores. Due to this they wanted to hold a launch event for the new product line which was called the Pinnacle Project.
Q-Park’s solution
Q-Park First Street is located in the heart of Manchester City Centre, it is a tall multi-storey that has excellent views over the city skyline from the open roof level of the facility. As such it is a popular location for businesses and TV productions to conduct filming and product photoshoots.
Traditionally parkers tend to fill up the spaces on the lower levels of the parking facility as it involves less driving for them on entry and exit. This therefore means that the upper levels of the car park including the roof can at times be less occupied. As part of Q-Park’s Sustainable Urban Mobility Policy, they work with businesses to find alternative uses for quieter areas of parking facilities to benefit commerce and the wider community. The brand colours Q-Park use inside the car parks are very neutral which gives other brands a blank canvas to work with when using the space.
Q-Park worked closely with both brands to provide the top 2 levels of the car park so that a large-scale event could be held. A number of different types of activity space were erected, these included a climbing wall, bespoke product creation area, product exhibitions, a bar and a music stage which was used by various Manchester music acts including well-known rapper Bugzy Malone. All of this had to be set up and taken down without disruption to the operation of the rest of the car park and all materials had to come in via the same vehicle entrance everybody used by Q-Park customers.
Outcome
The event was a tremendous success for both JD Sport and North Face who generated a huge amount of press coverage in the area as well as a boost in sales of the new products. Q-Park customers and the wider public took advantage to visit the event which supported our local community goals.
To find out more about Q-Park's Sustainable Mobility Hubs click here
