More than 120,000 Stockland shoppers took the opportunity to get up close to a life-size model of a female Tyrannosaurus rex as it toured five Stockland shopping centres over the past five months.
Stockland partnered with the Australian Museum to bring the extraordinary T.rex on Tour to life for customers at Stockland Wetherill Park, Stockland Balgowlah, Stockland Shellharbour, Stockland Forster, and Stockland Glendale.
And customers came out in big numbers – Wetherill Park 24,778, Shellharbour 32,683, Balgowlah 7,464, Forster 20,145 and Glendale 35,190 – confirmation of the public’s fascination with dinosaurs.
Touring the $600,000 anatomically correct life-size model was no small undertaking. At 11 metres long, three metres tall and weighing in at 2 tonnes, the T.rex was transported by a specialist freight company as it travelled more than 900 kilometres around the state.
At Stockland Glendale, the last leg of the tour, more than 35,000 visitors passed by the T.rex during its three-week visit. Local paleontologist Dr Colin McHenry from the University of Newcastle was onsite during the first week of the activation answering questions from shoppers and visiting school groups.
A comprehensive marketing communications mix that included eDMs, social media posts to Facebook, Instagram and a Snapchat geofilter, and media releases to metropolitan, suburban and regional media supported the tour.
During its five-month tour the T.rex generated over $250,000 in publicity and increased social media reach and engagement, with a reach of 323,338, over 5,000 social interactions and over 10,000 views of a bespoke SnapChat geofilter. During the campaign, 11 eDMS were sent to over 21,810 customers with an open rate of 23.7% and a 2.2% click through rate and 664 new subscribers.
The campaign is an example of Stockland’s commitment to deliver engaging and educational events that drive visitation to its centres.
The T.rex has a new home in the dinosaur gallery at the Australian Museum.