mall kids clubs
WESTFIELD NEW ZEALAND IS ALL
MONKEY BUSINESS
Currently promoting Westfield Kids Club ’ s ( WKids Club ) Free School Holiday Fun program , Westfield New Zealand ’ s ( NZ ) head website banner draws on colors and symbols from nature . Featuring an image of Monty the Monkey , the club ’ s mascot , and two links to the same website , the header serves as a direct introduction to Monty ’ s World .
Free of charge , parents and caregivers can sign up kids under the age of ten , so both little and big ones can keep up to date with Westfield news and events . Along with registration , birthday , and holiday gifts , WKids Club members benefit from befriending Monty and exploring his world .
Easily the largest kids club for any shopping center in the country , WKids Club operates across New Zealand and makes it easier for the whole family to shop . Offering customers of all ages a family-friendly space to play , learn , or take a break , the club was founded to increase in-center sales and traffic by providing additional reasons for families to visit , like attending special events , picking up gifts , and meeting Monty . Teaming up with Lego Duplo , over the past year , Westfield NZ has noted a growth in attendance for its monthly Monty Mornings event . A continued increase in both average length of stay and community value indicates a positive public response . An offline extension of WKids Club , “ Monty ’ s World ” expands Westfield NZ ’ s reach , platform , and points of contact .
“ Monty ’ s World was delivered online with the goal to take the offline into the online environment and keep Westfield , the WKids Club , and Monty the Monkey top-of-mind for all Kiwi families , even when not in-center . By extending our offering online , we are able to communicate with our customers through a range of platforms and help inform them of our in-center news , events , competitions , and other relevant info , overall helping to build stronger engagement with our customers ,” shared Rachel Beere , regional brand experience manager , Westfield NZ .
" Easily the largest kids club for any shopping center in the country , WKids Club operates across New Zealand and makes it easier for the whole family to shop ."
Looking to match character to club , the marketing team spent time researching and conducting focus groups to find a fun and fitting WKids Club mascot , one that club members could relate to and with which they ’ d want to interact . After testing a variety of animal options , Monty the Monkey was named winner .
Visitors to Monty ’ s website are greeted by a flying helicopter pulling a banner that reads , “ JOIN THE KIDS CLUB ,” which is a link to its registration form . Five tabs make up the main menu , each one a different color : Games , Crafts & Activities , Monty ’ s Diary , Events , and Parents . Kids and members have the chance to monkey around with their favorite character from any device , anywhere at anytime . And parents have the chance to review online safety tips and Westfield NZ ’ s family-focused services , such as parents ’ rooms , stroller rentals , and Kiddie Kruzzers . Featuring both digital and downloadable content , the website includes memory and matching games , connecting the dots and coloring sheets , fun fact articles , recipes , videos , in-the-know info , and much more .
Through weekly entries , Monty ’ s Diary brings a sense of community to the online source . Between videos of WKids Club members talking
Fast pals : Monty the Monkey hangs out with kids at Westfield ' s Kiwi malls .
Lego , letting viewers in on what they ’ re saving for , or sharing a book review , Westfield NZ retailers get the chance to connect and promote themselves in a whole new way .
According to Beere , Monty ’ s Diary is really a place where parents can come and hear about everything that is going on in-center that relates to their families . This includes what is happening with retailers , the club , and its members . By including retailer news , it is another channel whereby the center can help promote its tenants and their products / services , and drive in-center sales .
By targeting a layered audience , Westfield NZ encourages kids to learn and communicate in different ways , giving parents further reason to visit , shop , and engage , and keeping Monty and more all in the family . Monty the Monkey invites kids and families into his world via his site .
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