Delivered by Tandem’s Destination Marketing team on behalf of Castle Quarter Arcades owners Mansford LLP, the ‘Hidden Gems Art Trail’ in Cardiff was a very successful campaign. Running from 19th September to 2nd October, the event coincided with the City of Arcades ‘Discovery Week’ and saw each window mural in the Castle Quarter Arcades positioned as a ‘hidden treasure’. Each art piece was designed by a local artist specifically for each participating retailer, ensuring every window told its own story. Leaning into the theme of ‘Discovery Week’, jewel-like details created a visual trail that encouraged dwell time and social sharing.
The campaign generated 80,000+ Instagram views and pushed the overall social following for the Arcades by 26%. We achieved some excellent local press coverage in titles such as Business News Wales, Cardiff Life, It’s On Cardiff, Business In Wales, The City of Arcades, and FOR Cardiff. The arcades themselves saw a substantial uplift in footfall compared to the same period last year.
Tandem’s Marketing Assistant Liz Cowan commented:
“We were thrilled to have been part of Cardiff’s annual City of Arcades celebrations, which marked 70 years since Cardiff became the capital of Wales. With an exciting mix of independent retailers, Castle Quarter Arcades was full of hidden gems that we were delighted to highlight through this event.”