March 14, 2022

Light Up Leicester 2022 Trail Case Study

Illuminated art installations transform

Leicester City centre

Created on 09/03/22

What does the LoyalFree app do?

LoyalFree is a multi-award-winning place promotion app, designed to boost footfall and sales in town and city centres across the UK. App users can save money when they shop local and discover exclusive deals, exciting local events and interactive trails all on their smartphone! 

What is a trail on the LoyalFree app?

The LoyalFree app tours & trails feature works by grouping together businesses to make life easier for the app user. For example, a trail could see a group of businesses combined into one easy-to-access place which customers can use to complete their Mother’s Day shopping or discover a Gluten-Free trail that promises to help those with dietary requirements dine out safely.  

Light Up Leicester 2022

From the 3rd-6th March, Leicester City Centre transformed into a mesmerising festival of light featuring 9 fantastic installations! The family-friendly interactive trail showcased a collaboration of music, light and art. Each installation had its own story, creating a unique and exciting experience at every location.

Experience the trail for yourself through this wonderful video, by Light Up Leicester.

The results:

With over 11,000 engaged users in Leicester, this was a great way for BID Leicester to promote the app and interact with locals and visitors.

  • The trail was viewed 5,708 times on the LoyalFree app
  • 1,353 people started the trail
  • A total of 5,603 scans were collected across the 9 locations

These stats are over 3 times the numbers recorded after Light Up Leicester in 2020!

Over the course of the 4 days the trail was live, almost 1000 new users signed up the LoyalFree app in Leicester. Plus, there was a 600% increase in business profile views across the 4 days, compared to the same days the week previous, showing a real benefit to businesses in the area.

What made this successful?

After a successful run in 2020, Leicester locals were familiar with the trail and were keener than ever to visit their City center and see the trail for themselves following the easing of Covid restrictions in 2022. The Light Up Leicester team did a fantastic job at marketing the trail prior to the event, with engaging videos across social media, editorials in the local press, and digital posters on screens in Leicester’s main shopping areas.

Along the trail, QR codes were made visible at all sites; on tall pillar signage alongside a description of the artwork at that location. Event volunteers (wearing high-vis jackets) were stationed at each installation, to guide visitors and hand out information leaflets. This made it easy and obvious to both passers-by and app users what the trail was about and how to scan to check-in to be entered into the prize draw. 

The trail was incentivised by a fantastic prize of a £50 Leicester gift card, a meal for two at Knight & Garter, and a mini lightbox. To be entered into the prize draw, app users were asked to scan to check-in at every location on the trail. Lucky local, Lisa was the winner of these amazing prizes.

Not only did the trail encourage thousands of people to discover more of their city, but local businesses also benefited from the influx in app users as we saw a great increase in deal and loyalty stamp redemptions over the long weekend.

 Simon, the BID Leicester director saidLoyalFree are fantastic to work with and have been instrumental to our recovery strategy! Having integrated the LoyalFree app into our trails and events, we have seen a significant increase in downloads and general app usage during these times. I would highly recommend executing this strategy as a proven tactic when looking to increase both app usage and downloads.” 

If you’re interested in using the app in the City, then download the app here: or by searching for ‘LoyalFree’ on the iOS and Android app stores. 

If you’d like to know more about how an app could support your area then please email [email protected] to request more information.

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