St David's
Taylor Swift Friendship Bracelet Event
- Creative
- PR
Campaign snapshot
When Taylor Swift’s spectacle The Eras Tour visited Cardiff, we worked with St David’s Dewi Sant shopping centre to raise awareness of the venue as a pre-concert destination with a themed lucky dip event.
How we did it
We created a free Friendship Bracelet Lucky Dip event, tying into the trend of fans making, trading, and wearing friendship bracelets to The Eras Tour dates.
An expert maker was commissioned to create 2,000 bracelets for us, including some special-edition Welsh versions with song title translations.
We promoted the event in advance via press outreach, social content, and a TikTok influencer collaboration with a content creator famed for her bracelet tutorials.
On the day, guests were asked to sign up to the St David’s mailing list to receive their free bracelet, with a queue and lucky dip managed by the Umpf and St David’s team, plus a group of Swiftie promo staff.
The results
The event achieved 22 pieces of coverage – including national coverage in both Indy100 and the Daily Mirror – reaching around 22 million people, with both St David’s website sign-ups and social followers seeing a huge organic increase.
Guests, who began queueing more than an hour before the event opening time, praised the organisation, the atmosphere, and of course their free friendship bracelets, ensuring a lasting positive impression of the event and St David’s.
Campaign highlights
22
pieces of coverage
22m
total reach
1000s
of positive face-to-face engagements