The Harlequin

To drive footfall and increase ATVs amongst The Harlequin's brand conscious consumers, BWP Group presented shoppers with the Holy Grail of fashion - a chance to find the perfect pair of jeans.

The three week campaign was supported via print advertising, EDMs, pop up banners, leaflets, a giant 22ft pair of jeans, a purpose built website and a guide that drove shoppers into the centre to visit the Jean Genie pods and attend individual style sessions.

Seven tenants participated in the promotion with John Lewis reporting a 216% increase in denim sales and M&S doubling jean sales during the campaign period. Footfall spiked and 93% of the Jean Genie slots were booked by satisfied shoppers. Customer and tenant demand has led to the campaign being repeated in 2010.