Almería finally becomes the STAR of the film The world's longest red carpet at the opening of Torrecárdenas Mall places Almería in the GUINNESS WORLD RECORDS™
Our client, Bogaris Retail and CBRE, had two requirements: to inaugurate the new Torrecárdenas Mall, and to attract as many people as possible to its out-of-town location. We came up with a solution: Almería is the land of cinema, the setting for an infinite number of feature films, in which local residents themselves had taken part as extras. Our mall would be inspired by this cinematographic world. We had to give back to the city everything its people had done for this industry. How? By turning them into real STARS for a day. On this day they would not be extras, but rather the true stars of this cinema event.
How are stars welcomed at big premières? With a big red carpet, the longest in the world. A Walk of Fame that would run from Plaza de la Catedral in Almería all the way to Torrecárdenas Mall, thus joining this new space to the city in a physical, attractive manner: www.paseodelasestrellas.com. A route with 6 checkpoints to validate each step via the QR code printed on each participant's number. Moreover, participants went along as their favourite movie characters, with changing facilities and make-up points installed all along the route.
Musical performances, a DJ, acrobatic shows, audiovisual projections, contests and performances... all ensured an animated day from beginning to end.
6358 km kilometres of red carpet.
5333 Users registered via the website www.paseodelasestrellas.com
2232 Users who took part in the red carpet event.
11,129 New users on social media.
More than 2,700,000 impressions on social networks
And finally, the total number of kilometres travelled overall by participants in this event: 15,323 km! That’s the distance between Almería and Australia!
Guinness Record – "The longuest Red Carpet in the world"
Solal MK Awards 2019 - SILVER Grand Opening
AECC Awards - GOLD Best Marketing Campaing
Eventex Awards – GOLD Brand activation