Gemini Park Bielsko-Biała’s sports offerings have recently expanded with the addition of a 1,500 m² Sports Direct, joining established brands like Martes Sport, 4F, Regatta, 50 Style, Alpine Pro, and SFD. This enriched sports lineup provided the impetus for launching a campaign aimed at raising awareness among Podbeskidzie residents about the extensive sports options available at the center, while encouraging the local community to embrace physical activity.
The campaign, ongoing for over two months, has already yielded impressive results. One tenant reported a 65% increase in sales, three others saw growth of over 30%, and others are experiencing double-digit month-over-month growth. Foot traffic in sports stores has also surged, with an increase of up to 20%.
– The numbers speak for themselves. The campaign is bringing tangible results, and tenant sales are rising – comments Marcin Ochmański, Director of Marketing and PR at Gemini Park Bielsko-Biała. – Beyond business goals, the campaign prioritizes community engagement, encouraging Podbeskidzie residents to embrace physical activity—even as a fun experience.”
The long-term “Sport Looks Good on You” campaign visually highlights popular regional activities like trekking, running, and fitness, with graphics depicting local landmarks for physical activity, such as Klimczok Peak and the gym at Gemini Park Bielsko-Biała. While traditional outdoor media like billboards and city lights carry the campaign, its strength lies in unique advertising placements at popular sports sites across the region, including Szyndzielnia and Skrzyczne mountain peaks, local swimming pools, sports fields, stadiums, and gyms.
The campaign launch included the “1,000 Free Pool Tickets” initiative, where customers who made purchases in sports stores received complimentary tickets to local pools.
– We successfully combined sales-driving mechanisms with elements of our CSR strategy – emphasizes Marcin Ochmański. – Our aim was to promote sports participation, showcasing physical activity as a fun and rewarding way to spend free time. If we motivated 1,000 people to visit the pool at the start of the campaign, that’s a very encouraging indicator for the upcoming stages – he adds.
The excitement doesn’t end here. Last Thursday, a new promotional event launched as part of the “Sport Looks Good on You” campaign. This time, anyone making a purchase in sports stores has a chance to win an extreme prize, such as a paragliding flight, off-road adventure in a 4×4 or on a quad through the autumn scenery of the Beskidy Mountains, or a snowmobile experience in winter. Notably, there isn’t just one winner—there are 13! For nearly two weeks, each day will feature a top prize along with three additional rewards, such as a climbing course, go-kart racing, or a gift card for future sports purchases.
– Early results show that the campaign brings both business and social benefits, so we’re planning to continue. We’re already preparing a winter edition – says Marcin Ochmański. – Campaigns like this address the evolving needs of our tenants. We continuously analyze each brand’s performance and implement marketing initiatives that allow all our tenants to achieve their goals at Gemini Park Bielsko-Biała – he concludes.
