Case Study . . . Highcross Leicester

Client: Highcross Shopping Centre Leicester

Brief: Highcross, Leicester expressed an interest in the production of a large scale sand sculpture to be a primary focus for a 5 day activity schedule within St Peters Square.

Client Objectives:

To increase footfall through the shopping centre

To promote Sunday Shopping by adding extra emphasis on the two Sundays with compaction and workshop

To promote HIGHCROSS Shopping centre and St Peter’s Square as a unique, eventful place for adults, families and children.

To fall in as part of a summer activity program

To achieve significant media coverage

To increase awareness of HIGHCROSS

Project Summary:

With a coinciding celebration of sport in Leicester a 20 tonne sandsculpture was carved live in the centre of St Peters Square.  The  sculpture featured carved mascots of all Leicesters celebrated sports teams.  The sandsculpture itself also featured a carved Highcross logo.

The main feature was complemented by workshops in sand sculpture for 2 days to be delivered to groups of interested visitors by professional sand sculptors.  This was a walk in workshop for families, children and groups.

Media coverage was vast.  Local newspapers and television and local BBC radio all covered the event.

A revealing was held on completion of the sculpture.  All mascots were present along with local celebrity Alan Birchanall all photographed with the sculpture

The event ran for 5 days and was then extended for a further 4 days.

Feedback:

“We were delighted with how the event went.  It was great to see St Peters Square come alive and watch the sculpture emerge. Visitors were fascinated.  Parents brought their children down to join in and the press were very keen to use the story.”

Nadia Smith, Marketing Events Co-ordinator at Highcross

“It was a lovely surprise to come down here and see something different happening in Leicester.  I came back the next day with the kids and they loved the workshop”

Sophie Griggs, Anstey

“Even without the sun and the sea, the sandsculpture is a fantastic sight at Highcross.  It has certainly attracted a lot of attention over the past few days.”

Sam French, Marketing Manager at Highcross