Tunheim helped organize and execute the Great Girl Gathering, a two-day Mall Of America® takeover.

Insight

The year 2012 marked the centennial of the Girl Scouts of the USA founding, celebrating its 100 years of inspiring girls to change the world by helping them develop skills to become leaders of courage, confidence and character. To commemorate the date, the Girl Scouts of Minnesota and Wisconsin River Valleys hosted a two-day birthday party at the Mall of America.

Great Girl Gathering

Strategy

In order to drive attendance and raise awareness of both the Girl Scouts’ centennial celebration and the organization itself, the Girl Scouts partnered with Tunheim to ensure success of the “Great Girl Gathering.” Tunheim assisted with the planning and execution of the two-day Girl Scouts’ Mall of America takeover.

The company created the name, messaging and creative direction and design for the Great Girl Gathering. In addition, Tunheim developed a perception-changing “Where can Girl Scouts take you?” advertising campaign that resulted in print, billboard and bus placements. Tunheim also provided communications counsel to support the overall public relations campaign by contacting local, regional, online and national print, radio and TV publications to share the celebratory story.

Where Can GS Take You_billboard

Results

The Great Girl Gathering was everywhere in the media, counting more than 6.4 million media impressions in print, TV and radio; both the Star Tribune and Pioneer Press wrote feature stories about the Great Girl Gathering, as did regional publications from St. Cloud, Rochester and Mankato. There were more than 23,000 unique visits to the Girl Scouts of Minnesota and Wisconsin River Valleys’ website and more than 9,000 users were reached on Facebook and Twitter.

Mall of America stores even reported increases of nearly 225 percent over budgeted sales on March 10 and 11 (the dates of the event), including $187,000 in sales at the Girl Scouts Shop. An impressive total of 280,000 people visited Mall of America during the two-day celebration, including 75,000 Girl Scout attendees.

The event was a resounding success for both the Girl Scouts and the Mall of America.