• The initiative aimed to raise public awareness of climate change and the importance of responsible water use, offering a range of activities, informative displays and live-action shows.

• Six shopping centres played host to the campaign, reporting an average spike in footfall of 6.32% compared to the same period last year — up 10% on the preceding weekend.

• More than 4,500 people took the Water Footprint Test on the company’s shopping centre apps.

Castellana Properties, the listed specialist retail property firm, has just wrapped up its latest campaign to get people thinking about climate change and tackling water waste. “The Origin of Ice” attracted more than 5,000 visitors, with thousands attending its live-action shows. Six of the company’s shopping centres were involved in the campaign, which ran through September and October. The aim was to raise public awareness of the threats of climate change and the importance of conserving water. A diverse programme of activities highlighted the global impact of ice cover loss, while a Frozen-inspired live-action show reached an audience of thousands.

As part of its commitment to all facets of sustainability, the company has adopted a wide-ranging set of ESG goals, including shrinking the company’s carbon footprint, mitigating climate risks and creating a positive impact in local communities. Castellana Properties has launched a diverse lineup of campaigns and events tailored to all stakeholder groups, with a full calendar of ESG initiatives at both corporate and portfolio levels, including this latest campaign.

On the back of the interest sparked by the event, and the appeal of the various live-action shows and activities hosted by its centres, the company recorded an average increase in footfall of 6.32% compared with the same period last year. Visitor numbers jumped by approximately 10% compared with the weekend preceding the campaign launch. The company also saw an uptick in app engagement thanks to a selection of water-themed games and features — including a Water Footprint Test taken by more than 4,500 users.

Cristina Macarrón, Chief Marketing Officer at Castellana Properties, commented: “At Castellana Properties, we want to connect with our local communities and pass on the values that inspire our company. Our commitment to ESG is a continuous thread running through everything we do, and we want our shopping centres and retail parks to reflect that. Initiatives like The Origin of Ice are a way to engage visitors in a larger conversation and highlight critical global issues that impact us all. It’s all part of our ongoing efforts to align our strategy with environmental objectives and get local teams on board.”