German Weeks at Union Station
Union Station
Washington, D.C.
On any given day, 70,000 commuters, train riders, residents and tourists
pass through Union Station to catch a train, get a bite to eat or view
the landmark's architecture. The challenge for the shopping center's
marketing team has been to stop the public in its tracks, highlight the
retail offerings and convert nonshoppers to shoppers.
One way the Union Station team has done just that is by producing
high-profile, high-quality sales promotions, often stretching the
marketing budget by cooperating with outside sponsors. The challenge at
hand was to promote fall fashion sales with a world-class event that
would appeal to Washington's multinational audience.
OBJECTIVES
1. To secure a partnership for the event that would match funds
four to one.
2. To increase total center sales by 5% for October, the month of the
event.
3. To increase apparel sales by 10% over 1995.
4. To increase center traffic by 20% during the event.
5. To create an event that would draw media attention.
IMPLEMENTATION
Hoping to develop an international event, the marketing team turned to
Washington's foreign embassies and missions. Letters to representatives
of foreign countries outlined plans for a festival at Union Station, the
capital's second-most-visited destination, that would showcase that
country's music, art, cuisine and culture.
Germany responded favorably. A series of meetings with German government
representatives resulted in an agreement to stage "German Weeks at Union
Station," a museum-quality exhibit of German culture, industry and
technology. The German government contributed $600,000 to support the
calendar of special events, as well as decor, signage and collateral
materials.
To further supplement Union Station's $15,000 budget, the team solicited
the support of German companies. Ten responded, including Germany's top
auto makers, BASF and Hoechst Celanese, by commiting a total of $190,000
to exhibits at German Weeks.
To tie the center's merchants into the event, a catalog of fall fashions
and gifts was planned. Four sponsors, including Lufthansa and the German
Information Center, contributed $100,000 toward the 16-page, four-color
catalog, which was shot in Germany and direct-mailed to 30,000
high-income Washington households. The team also asked Union Square's
food tenants to participate in German Weeks by incorporating appropriate
food and beverages into their menus.
The center team prepared press releases and a radio ad campaign to
support the event and obtained a German sponsor, Expo 2000, to finance a
$50,000 print campaign, which ran in The Washington Post and Newseek's
regional edition.
The gala opening of German Weeks was hosted by the German ambassador.
The next 10 days of festivities included 23 exhibits on German technology
and innovation, 36 performing acts flown in for the event, a black-tie
fashion show, a film festival, five seminars, a 10-foot video wall and an
Internet cafe.
RESULTS
Contributions from governmental and corporate partners totaled $940,000,
compared to Union Station's outlay of $12,290--far exceeding the goal of
a four to one ratio. Center sales for the month increased by 6.3%.
Apparel sales increased 24.8% for the month.
An estimated half-million people attended German Weeks, a 25% increase
in center traffic. The event received considerable local and
international coverage, ranging from a two-page spread in Deutschland
magazine and daily broadcasts on Germany's news station to stories in The
Washington Post and on Fox Morning News.
CREDIT
Owned by: Union Station Venture
Managed by: LaSalle Partners
Professional recognition to: Robert H. Maureu, director of
marketing; Lisa M. Reliford, special events coordinator.
EXPENSES
| Catalog postage | $5,808 |
| Mailing list | 2,107 |
| Radio placement | 4,375 |
| Total | $12,290 |
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