Lunar New Year celebrations have become an increasingly popular event for both those who traditionally celebrate it and onlookers who are enthralled by the electric atmosphere.
Rundle Mall celebrated Lunar New Year 2024 with a highly successful event, enhancing cultural engagement and driving economic benefits for its retailers. The campaign was designed to reflect Adelaide’s vibrant multicultural community, specifically targeting international students and the city’s broader Asian population, which represents a significant portion of the Mall’s foot traffic.
The event, held on Friday, 16 February 2024, featured traditional lion dances, cultural performances, and giveaways. The lion dances, which took place every hour from midday to 6 pm, engaged over 23 retailers along the Mall, driving significant foot traffic to stores like Pandora, UNIQLO, and JD Sports. The "God of Fortune" handed out red envelopes filled with vouchers and gifts, adding an interactive element that delighted visitors.
The campaign's marketing strategy included a strong digital presence through Meta ads and email campaigns, with a focus on increasing foot traffic and consumer spending. The result was a 14% increase in foot traffic and an 8% increase in customer spending compared to the previous Friday. The campaign achieved an impressive 19.6-to-1 return on investment, reinforcing Rundle Mall as a prime location for cultural celebrations and brand activations.
The Lunar New Year event successfully highlighted Rundle Mall’s unique ability to bring cultural and retail experiences together, offering businesses a vibrant platform to engage with Adelaide’s diverse and growing community.
