Masterplan was asked to develop a stand alone event for Market Cross Shopping Centre in Kilkenny that meet the following requirements:

• increased footfall into the centre
• enhanced the centres profile as a community based shopping centre
• create a 'buzz' in the town leading up to the event
• create a design and marketing strategy that enabled people to remember the centre and the event after it was over.

With these requirements in hand Masterplan developed the concept of a 'Teddy Bears Picnic' which would become an annual event. The key elements to the campaigns success included:

• a free Teddy Bears hospital
• a free bbq sausage sizzle
• free Teddy Bear giveaways that were branded with Market Cross
• a parade including costumed characters, a local marching band and fire department
• a link to a local charity that included a charity auction
• magicians show and face painting
• live broadcast from radio station
• pre and post event press releases
• banner, press and radio advertising of the event

The day was a resounding success and cemented the centre as Kilkenny's family focused community shopping centre. Key results included:

• an increase of over 40% in footfall on the day
• an increase in sales of retailers participating in the promotion
• huge press coverage including a full page spread generating longevity to the event
• The costumed characters generated great hype along with the free giveaways