In This Issue
Décor a Key Part of Experiential Marketing Strategy
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Midsummer Place took energy waste out of the Christmas indulgence equation last year when it erected what was touted as the UK’s first-ever people-powered tree. Working with supplier Pavegen Systems, the center chose a kinetic Norwegian spruce whose lights shoppers powered, just by walking over some paving slabs.
The sustainability initiative generated a 20-percent year-on-year increase in traffic for the month of December and £37,622 ($60,571) in PR value, thanks to exposure that included a hit in the Daily Express.