• The campaign was met with an overwhelmingly positive response, garnering a Customer Satisfaction score of 9.08. This excellent outcome reflects both the quality of the event and the memorable impression left on visitors

• This mouth-watering exhibition of all things chocolate, set in the enchanting world of Willy Wonka, was curated especially for Castellana Properties shopping centres by master chocolatier Álvaro Romero, with a three-week stint in each location

• More than 7,100 children took part in chocolate workshops serving up fun with an educational flavour, and all five live-action shows sold out at every centre.

Castellana Properties, a listed company specialising in the retail sector, has wrapped up another highly successful campaign: “The Chocolate Factory,” inspired by the enchanting world of Willy Wonka. Having captured the hearts of visitors in the first half of this year, the campaign — comprising the main exhibition plus children’s workshops and a series of live-action shows — has been confirmed as a resounding success. Running from February to August 2024, it drew thousands of visitors and delivered a substantial boost to footfall at participating centres.

“The Chocolate Factory” visited six of the company’s shopping centres and one of its retail parks, chalking up more than 351,000 visits overall. A treat for the young and the young at heart, the campaign included a series of workshops where more than 7,100 children were taken on a fun and educational journey into the wonderful world of chocolate. Five live-action shows produced by the Burke Group brought the characters of Wonka’s universe to life.

Feedback from visitors was exceptional, resulting in a Customer Satisfaction score of 9.08 — a reflection of both the quality of the exhibition and its very positive visitor impact. Furthermore, participating centres benefited from a +8.32% spike in footfall compared to the same period of the previous year, demonstrating significant popular enthusiasm for the event.

As well as pulling in the crowds, the campaign also prompted a marked uptick in membership of the centres’ various customer loyalty programmes. More than 4,700 new members signed up, suggesting that the exhibition, workshops and shows succeeded in hitting the mark with the public. It also allowed participating centres to showcase their credentials as destinations for family leisure and entertainment.

Cristina Macarrón, CMO of Castellana Properties, said, “The success of The Chocolate Factory reflects our ongoing strategy of offering blended physical and digital experiences. With more than 350,000 visits and an outstanding customer satisfaction score, this was a superbly stage-managed campaign that created a real buzz. Moreover, the surge in new members for our loyalty programmes and the warm reception captured in customer ratings shows that we are not only attracting greater numbers, but also delivering a high-quality experience.”

The Chocolate Factory has highlighted the continued relevance of physical experiences in the retail sector. Today’s consumers want to shop in an environment that offers unique and exclusive events of a kind that can only be experienced in person.