MILE HIGH FLEA MARKET
With more than 80 acres and located just 10 minutes from downtown Denver, Mile High Flea Market (MHFM) is Colorado’s largest outdoor shopping and entertainment destination. Due to a decline in buyers and sellers, the organization reached out to The Idea Marketing in 2012 to make us their new agency of record.
First, we developed a new integrated marketing campaign and creative concept to attract more families to shop at the market. We created a retail oriented cross-cultural campaign that could resonate with both the mainstream and Hispanic market. In this way, we established the “What did you buy today?” campaign where our anchor interviewed buyers throughout the market and tested them on their ability to buy new and used items at incredible prices. During the TV and radio spot, we showcased families ‘passing the test’ and demonstrating the amazing deals they found at MHFM. This bilingual campaign had applications in TV, radio, bus shelters and billboards. It is important to mention that in order to create a memorable connection with the potential buyer, we added an audio component to the bus shelters.
Additionally, we engaged in PR initiatives dedicated to promote on pavement free family events such as Easter Candy Hunt, Dreamin’ On Chrome Car Show, Auto Auction, and the Summer Music Series, among others. This included press releases, media pitching, hosting radio interviews, and securing a space in newscast’s ‘What To Do This Weekend’ section. In fact, we even secured a live newscast directly from Mile High Flea Market.
Without a doubt, Mile High Flea Market experienced a large influx of visitors at the market within a couple months of implementing this innovative cross-cultural campaign.