Digital television provider Freeview has enlisted field marketing agency Gekko to produce its new Great British tea party-themed roadshow.
The team will recreate a summer fete at four UK shopping centres, comprising of a green Astro Turf area with deck chairs, picket fencing and a pop-up marquee serving refreshments.
The roadshow will include four-day stops at Westfield London Shepherds Bush (1-4 August); Birmingham Rotunda Bullring (8-11 August); Liverpool One E5 (15-18 August); and Brighton Jubilee Square (23-26 August).
Shoppers will be able to relax in the sun, enjoy a cup of tea and cake and watch some clips of the programmes on offer from Freeview on a giant screen.
Brand ambassadors will also be on hand to demonstrate Freeview, including its smart functionality.
James Chambers, retail marketing manager at Freeview, said: “We are really looking forward to getting this show on the road this summer. Value has always been really important to us and we have worked with Gekko to create a roadshow that excites, educates and engages the British public.”
Daniel Todaro, managing director of Gekko, added: “With the ‘empty’ summer of 2013 upon us, without Jubilee celebrations or Olympics Games to capture the excitement of the nation, we were keen to create a piece of experiential activity that really brought to life the best of British and what better way to celebrate the heat wave than with a proper British summer fete? We’re always delighted to work alongside Freeview and create something that will really surprise and delight consumers.”