Case Study: Buchanan Galleries boosts footfall and engagement with Umpf’s Kylie Minogue Tension Tour experiential PR activation

Buchanan Galleries drives 5.3M reach with Umpf’s Kylie Minogue Tension Tour activation

Buchanan Galleries, a shopping centre, partnered with the PR and social agency Umpf to create a high-impact, one-day experiential activation. The challenge was to boost footfall and online engagement by positioning the centre as the premier pre-concert destination for fans attending the Kylie Minogue Tension Tour in Glasgow.

Umpf designed and executed a bespoke buzz wire game, a playful nod to the tour's 'Tension' theme, to create a fun and sharable experience. The agency managed the entire event, from promotional outreach to on-site activation and live social content capture. The solution delivered significant results for Buchanan Galleries, securing 23 media pieces with a 5.3M reach and creating hundreds of face-to-face engagements with fans.

Buchanan Galleries