Launched in 2018, Rouse Hill Town Centre’s Entertainment Bundle aims to support the Aussie destination’s retailers and offer shoppers the best value for a full on-site experience. From parking passes and coffee orders to movie tickets and meal vouchers, the bundle is simply a ticket to a whole day of fun for a fraction of the total cost. Available to purchase: The Kids Pass (15 years and under) for A$20 (US$15) and Adult Pass for A$25 (US$19)—the discount is worth the small online effort. 

As easy as one, two, three, purchase the package on Rouse Hill’s website, present the ticket at the mall’s Information Center, and receive the bundle in order to join in the fun. Also available online, this year’s feature menu to browse pre-visit as well as terms and conditions of purchase. The ongoing promotion is valid for use at select retailers until November 30 and does not need to be used all in one day. As a cost-effective form of entertainment, the bundle is regularly used for birthday parties, date nights, and general family and friend fun. 

Conceptualized as a way to drive cross-shop and upsell its entertainment customers to other retailers and categories in-center with the supporting “BUNDLE your fun and save” tagline, the promotion not only increases single spend but also offers exceptional value to Rouse Hill’s consumer base.  

“Having the opportunity to visit multiple venues with a meal included at a capped price is very appealing to our value-driven trade area [shoppers],” explained Stephanie Kedicioglu, the center’s marketing manager. 

Since the inception of the bundle, focusing specifically on its entertainment and food catering options, the mall has set an annual goal of the number of bundles to be sold. Using this target and information, Rouse Hill continues to tweak its digital campaign to ensure maximum reach and conversion. The marketing manager shared that, through its digital strategy, the center targeted its MTA consumers using center-owned channels (i.e., EDM database and website), social media channels (targeted and boosted ads via Facebook), and Google Display ads.