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Since their inception in 1991, the Robson Street Business Association has been working on behalf of its 200 businesses and property owners to actively promote and enhance their iconic commercial shopping district. Robson Street has a longstanding reputation as Vancouver’s runway. However, over the past decade, the landscape of style has changed and new shopping districts in Vancouver have been drawing shoppers away from the outdoor shopping experience on Robson. Following the 2010 Winter Games, many stores closed their doors on Robson due to high rent prices, leaving vacant shops lining the street. We wanted to draw their target audience back to Robson Street to shop and experience them again as industry leaders.
We developed “Winter’s Dance”, a one-of-a-kind experiential event that brought a classic Christmas ballet – The Nutcracker – live onto Robson Street. In collaboration with our friends at Small Stage, we utilized state-of-the-art technology to project a 15-minute version of The Nutcracker on multiple 6 foot by 8 foot screens. Shops all along Robson Street participated in the event by offering promotions and giveaways (free hot chocolate, anyone?). The large screens could be viewed from both sides of the closed street, and ran between 6PM and 9PM on a busy shopping evening on the weekend.
Staying true to the Robson Street brand, we wanted to capitalize on their strength of having an outdoor space and an active social media presence. Leveraging the newly developed (and high successful) hashtag #onRobson, we created a spectacle that was inherently share-worthy for the target involved.
With the brilliant help of the staff at Robson Street Business Association, our one-of-a-kind experiential event garnered publicity on over 10 different publications, including major outlets like Vancouver Sun, The Georgia Straight, and the West Ender. In terms of social media, the campaign generated over 170 posts on Instagram, Facebook, and Twitter combined, which translated to an additional 7000+ interactions on those mediums. Lastly, in partnership with Daily Hive, we generated over 1 million impressions through their social mediums and sponsored posts. Overall, hundreds of people came and stayed for the performance, generating exceptional reach and traffic for the street.
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