To engage and encourage customers to visit the brand new train station-themed Santa set, the Bower Place Express, a custom holiday storybook was written and illustrated by award-winning illustrator and Suburbia Art Director, Russ Willms. It’s the story of the Bower Place critters’ journey to meet and help Santa via the Bower Place Express. Little ones in Red Deer experienced magical moments and a special connection to Santa.
Result? Bower Place saw an incredible increase in 73% of Santa visits and 17% in photo revenue compared to the previous year.