OBJECTIVE
Located in the heart of Basingstoke town centre, The Malls Shopping Centre is a key retail destination managed by Savills and owned by Basingstoke and Deane Borough Council.
The Centre Management team tasked Savills Place with delivering engaging events and activations between February and April 2025, aimed at enhancing the visitor experience, increasing awareness of the destination, driving footfall, increasing sales and encouraging longer dwell time.
APPROACH
In response to the brief, Savills Place proposed a series of targeted activations aligned with key seasonal moments, each designed to deliver measurable impact and strengthen The Malls’ connection within the local community.
Savills Place managed the activations end-to-end, including planning, creative, social and web management, advertising, PR, tenant liaison, council approvals and submission of all event health & safety documentation.
Results
Savills Place successfully delivered a series of well-executed, high-impact activations:
Valentine’s Globe - A visually engaging photo opportunity and prize draw that increased footfall, dwell time, and engagement on social media.
Random Acts of Kindness Week - A five-day surprise-and-delight initiative during half term, designed to enhance the visitor experience, raise awareness, and encourage repeat visits.
Mother’s Day Celebrations - A flower giveaway activation that elevated the shopper experience, helping to boost ATV, footfall, dwell time, and engagement on social media.
Easter Activities - A family-focused Easter trail and garden experience that increased dwell time, directed footfall throughout the destination and improved the visitor experience.
These events helped The Malls achieve the following results:
418,000+ Facebook Reach (+6,500%)
439,000+ Facebook Views (+5,676%)
222 Facebook Interactions (+212%)
+13.5% Footfall increase during Random Acts of Kindness Week vs 2024