CASE STUDY: Tian Yu Association and The Shen Yun Performing Arts Group Promote Upcoming Shows at Local Shopping Centres
BACKGROUND
- Tian Yu Association International is a charitable organisation seeking to promote understanding and peace. The charity became the official partner of The Shen Yun Performing Arts Group in September 2021, which was established in 2006.
AIMS & OBJECTIVES
- To advance arts and heritage related to traditional Chinese culture by presenting inspiring performing arts in the fields of music, dance, singing and drama.
- Raise awareness and increase ticket purchases for the latest Shen Yun shows around the UK. This was initially in atria Watford to promote the shows in London in early 2022. A subsequent promotion took place in atria Watford at the end of 2022, and also in The Centre Livingston to promote the Edinburgh show.
EXECUTION
- Shen Yun opened a kiosk in atria Watford Shopping Centre to sell tickets for the Shen Yun show. A subsequent promotion in November and December 2022 was also placed in both atria Watford and The Centre Livingston to promote upcoming performances.
- To generate further interest, experiential activities also took place to bring elements of the show to life. This included offering visitors to the stand the opportunity to have their names written in Chinese, speak with representatives of the show wearing traditional Chinese dress and a competition to win free tickets to the show.
RESULTS OF THE ACTIVITY
- Awareness raised in Edinburgh and London for upcoming Shen Yun performances.
“Our promotions in atria Watford and Centre Livingston have allowed us to engage with shoppers and introduce them to aspects of Chinese culture such as how their name is written in Chinese. It has given us a platform to raise awareness of the upcoming Shen Yun show, provide further information to shoppers and the option for people to buy tickets.”
– Zhenbai, Tian Yu Association International
Shen Yun at atria Watford
SpaceandPeople offers a broad range of space for promotions and on-mall retail in busy venues throughout the UK. Our venues include train stations, shopping centres, retail parks and leisure venues.
