On 15 November four new shops opened its doors on the IKEA Hasselt site: Kwantum, MediaMarkt, Maisons du Monde and X²O. Today, Retailpark Hasselt is the Limburg hotspot where consumers find a total offering of home decoration.
To put Retailpark Hasselt on the map, advertising agency Pubmarket! developed a striking omnichannel launch campaign: ‘Wij hebben iets te vieren met z’n vijven’ (‘All five of us have something to celebrate')!
Offline, Pubmarket! chose a traditional mix: advertising in Het Belang van Limburg, Sjiek, and Jet Magazine, stickers on the rear windows of the buses of De Lijn in the region of Hasselt, radio commercials on Radio2 Limburg and 23m2 billboards on the main arteries to Hasselt. Traditional but solid. Online we did a realtime bidding campaign to reach the 23-65 target group in the region of Limburg, supplemented by a campaign on hbvl.be. We developed a dedicated landing page retailparkhasselt.be with info about the stores and the contest to support the launch campaign. The media strategy reflects the ambition of the Retailpark Hasselt to focus on the Limburg consumer market.
Retailpark Hasselt was officially opened by the five shop managers, together with the Hasselt councillor for economy Tom Vandeput. It was combined with a packed press moment and an opening reception in the marquee, which were also organised by Pubmarket!.
To immediately generate traffic to the new stores, Pubmarket! organised a consumer contest which was promoted with a flyer distributed in all mailboxes of the large Hasselt region. The flyer was also the entry form and taking part was only possible if the form was dropped in one of the contest urns on the site itself. The marquee of the official opening was also used to offer customers drinks and snacks during the festive opening weekend.
Immediately after the cutting of the ribbon, people were eager to be the first to discover the new shops. Retailpark Hasselt took off with a running start.