Allied London Spinningfields, Tee Party
Experiential Marketing & Branding | Concept, Brand Identity, 3D Design and Visualisations, Managed Production, Installation and Integrated Marketing.
- Manchester’s first city centre outdoor mini golf course
How do you increase footfall across the Spinningfields estate?
Allied London is the property developer behind Manchester’s premium business and commercial quarter, Spinningfields. Wanting to draw in the crowds over the summer period, they approached us to come up with an event or pop-up attraction that would elevate the brand and reflect the company’s creative and innovative approach to estate management.
Make it experiential
One of our ideas was Tee Party - a quirky nine-hole mini golf course, themed around the traditional British garden party. By carefully choosing the location of each hole, we could encourage a journey through the estate from Spinningfields Square on Deansgate to the Leftbank Kitchens on the site’s far side. Outdoor mini golf. Who could resist?
Appealing to both resident workers and passers by, including tourists and families, Tee Party would provide a fun and engaging escape from the working day, driving footfall and tying into Spinningfields' broader objectives; raising awareness of the brand and its corporate sponsors.
With integrated communications
We set about designing the brand identity and producing 3D designs and visualisations to show how each hole would feature a favourite pastime including skittles, dominoes and hopscotch. After that, we oversaw the production and installation of each hole in its allocated position on the Spinningfields site. We then whipped-up interest through an integrated communications campaign encompassing digital, social, print and video.
The result? Considerable local and national press coverage, along with mini golf fanatics blogging and sharing their experience across the internet and social media. The campaign was also shortlisted for Best Tourism and Leisure Campaign at the Northern Marketing Awards 2016.
Tee Party was a great success, attracting and entertaining local residents as well as visitors and
tourists from around the North West and across the country.