The evolving retail market shows that a competitive edge is increasingly gained by those who can communicate effectively with local audiences. At Gemini Park, this strategy is a cornerstone of marketing. Instead of “one-size-fits-all” campaigns, the centers design initiatives that reflect the lifestyle, emotions, and cultural-historical contexts of the residents.

This year, Gemini Park Bielsko-Biała and Gemini Park Tychy claimed every award in the “Sales Campaign of the Year” category. In both cases, the initiatives were born from business needs, but local storytelling provided the credibility that led to exceptional results.

Sales Driven by Sport

The “Sport Suits You” (Ze sportem Ci do twarzy) campaign was launched at a strategic moment for the sports segment at Gemini Park Bielsko-Biała: the opening of the region’s first Sports Direct store. While this meant a broader offer for customers, it increased competition for existing brands. The goal was to support the entire segment – ensuring stable turnover and footfall for all sports retailers while reinforcing the center’s position as the regional leader in the category.

“We focused on actions that, rather than favoring a single brand, naturally strengthened the entire category by tapping into the region’s passion for an active lifestyle. Our priority was to engage customers in a way that offered real value,” says Marcin Ochmański, Marketing Director at Gemini Park Bielsko-Biała.

The campaign combined storytelling with a high-value “pro-sale” mechanism. Shoppers at sports stores were rewarded with free pool passes and adventure experiences – from paragliding and quad biking to snowmobiling and climbing courses. The results were immediate: in the first month, average sports tenant turnover jumped 28% compared to the previous month, and center-wide footfall increased by nearly 6% YoY. A GfK study confirmed that Gemini Park Bielsko-Biała has solidified its regional leadership in the sports and tourism retail category.

Sentiment as a Community and Sales Builder

Gemini Park Tychy successfully tapped into local pride and nostalgia by focusing on the history of the Fiat 126p (the “Maluch”), which shaped the city’s identity for decades.

“In 2024, Tychy celebrated the 125th anniversary of the Fiat plants. For residents, this wasn’t just an anniversary; it was a shared history of generations who took pride in the iconic Maluch. This provided the perfect backdrop for us to create something special,” says Aleksandra Zawodzińska, Marketing Director at Gemini Park Tychy.

The campaign integrated educational, cultural, and sales-driving elements. The center hosted the “Fiat 126p – Legend of the Road” exhibition, featuring original cars and photographs, organized in cooperation with the Tychy Municipal Museum. This was followed by a pro-sale promotion where customers could collect limited-edition 1:43 scale models of the Fiat 126p. The response was so overwhelming that the daily prize limit was removed and the pool of rewards expanded. The campaign allowed the center to maintain high footfall even during a period of national market decline.

The Future of Retail: Marketing with a Local Pulse

Gemini Park centers consistently demonstrate that local context is currently one of the strongest marketing currencies in the retail sector. When storytelling is interwoven with authentic local narratives, both customer engagement and tenant trust grow. In an omnichannel world, emotion and credibility remain key tools for building loyalty and delivering real sales results.