Castle Quay successfully transformed Blue Monday, the “saddest day of the year”, into a day of celebration this week, launching a surprise campaign to bring joy to local shoppers during the bitter winter season.
Rejecting the mid-January blues, the centre deployed a “Kindness Team” to surprise visitors while they shopped. The initiative focused on turning around the days of unsuspecting shoppers through surprise gift cards that were handed out to help with post-festive spending. Positive words of encouragement and uplifting notes were also handed out to brighten the mood. These small gestures were designed to spark smiles across the mall.
The campaign had an immediate impact, with many shoppers noting that the unexpected kindness completely shifted their outlook on the day.
“We wanted to give our shoppers a reason to smile during what is often a tough month,” said Liz Swifft, Retail Liaison Manager at Castle Quay. “Whether it was a gift card or just a kind word, seeing the joy these gestures brought reminded us how powerful a little kindness can be.”
By replacing sadness with surprise, Castle Quay proved that even the “bluest” Monday can be brightened with a community-first approach.
To find out more about the future initiatives at Castle Quay, visit the link below.