How do you sell a new shopping centre?
The question 
RaboVastgoed, the property division of the Rabobank, wants to attract interest in the official opening of the new Ypenburg shopping centre. Earlier initiatives have not lived up to their promise and the shopkeepers' association is also rather dissatisfied with the postponed activities.
The answer 
In close collaboration with the communications consultant we devised a striking event and this was well announced. A highly spectacular light show combined with neck-breaking wall acrobatics marked the official opening of the Ypenburg shopping centre. This was followed by a dazzling performance by Jacques Bral, a notable artist from The Hague and fellow band -The Clarks. Thousands of new Ypenburg citizens enjoyed the evening show that concluded with the successful launch of late night shopping.
The result
During a professional presentation held in advance, the disappointed retailers were persuaded to put aside their scepticism. They were all enthusiastic after the event. The number of visitors during the first late opening was unexpectedly large and commercially interesting. Together the inhabitants of Ypenburg enjoyed a fantastic evening in their new shopping square and later relived the celebrations in the local media.
