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<<<Back to Press Releases |
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16 April 2005 BRENT CROSS SHOPPING CENTRE WORKS IN PARTNERSHIP WITH HR OWEN ON 'WIN A MINI' PROMOTION Brent Cross Shopping Centre and HR Owen have expanded their business development partnership to jointly promote a 'Win a Mini' competition within the Centre. Brent Cross and HR Owen have enjoyed an affiliation for a number of years, with HR Owen regularly demonstrating its prestige marques such as BMW, Mercedes-Benz and Land Rover within the malls. In November last year, HR Owen ran a three-day event from the overflow car park at Brent Cross, selling top name cars under two years old. The success of the event indicated that the profile of Brent Cross customers was a perfect match for the quality vehicles HR Owen offers. Teresa Walden, Business Development Manager, Brent Cross comments: 'With the customer profiles of Brent Cross and HR Owen matching so well, we decided to investigate ways in which we could develop our business partnership further. An HR Owen used car sale planned for the beginning of May presented the ideal opportunity to collaborate on a promotion and the 'Win a Mini' competition is the result.' The 'Win a Mini' competition is designed to increase footfall to the Centre. Entry to the competition is free, but entry forms are only available at Brent Cross Shopping centre. The extra volume benefits Brent Cross retailers by increasing revenue and maximises HR Owen's opportunity to showcase a vehicle within the Centre and guide customers to the used car event outside. To create extra theatre a yellow Mini (shell) has been hung upside down from the Centre's Dome. Rob Dempsey, Marketing Communications Manager for Brent Cross states: 'An upside down flying mini is not something you would expect to see, which is why it makes great theatre for Brent Cross. You can stand and watch customers staring and pointing at it, I even saw people having their photos in front of it!' HR Owen has donated the prize - a new Mini One - which is on display in Centre Court and HR Owen personnel will staff the stand throughout the two week competition period. Brent Cross has provided free mall space in Centre Court and has included HR Owen in its radio advertising and on the back of entry forms Amy Jukes, Marketing Executive of HR Owen says: 'The 'Win a Mini' competition is the first project of its kind we've undertaken jointly with Brent Cross. With over 1800 entries received on the first day, indications are that it will be a great success. We look forward to continuing to build on our partnership with future events.' |
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