Organizing Halloween Festival for The Garden Shopping Center

Abstract

At the present time, the playgrounds for cosplayers are not many and are not of the right quality and the prestige is not high. Therefore, The Garden Shopping Center - belonging to Bitexco Group has captured this and organized Halloween The Garden into a place where cosplayers can unleash their passion. With 10 years of experience in organizing Halloween in this form, the event has gained a certain resonance and prestige, especially in the cosplay world in Vietnam. Based on the achievements achieved over the years, this year's Halloween The Garden will still be held to enhance the image and increase the recognition of The Garden Shopping Center. Through this event, 3 main goals are set to continue to make Halloween The Garden an iconic event. When it comes to Halloween, people will immediately remember The Garden, especially in the Vietnamese cosplay world. The next goal is to improve customer interaction and trust in The Garden Shopping Center. And finally, increasing traffic to The Garden's media channels. The communication phase for the event will take place within 2 months with 3 phases: (1) Event announcement and information surrounding the event, (2) Amazing Halloween event organization, (3) Later communication event. With a cost of 415,000,000 VND, the event attracted more than 41,000 attendees in 2 days of the event. The event's communication activities have achieved 1,728,000 visits to the fanpage, attracting 6.382 new users on the website and 56,146 interested people clicking on the event on the fanpage. In addition, the event also gained a lot of earned media from articles, shares and mentions of attendees as well as famous people in the cosplay world.