Purpose: This paper aims to contribute to theory concerning collaborative innovation through stakeholder engagement with reference to Glasgow City Marketing Bureau’s (GCMB’s) management strategies, which represent UK best practice in events procurement, leveraging and destination branding....

Purpose: The purpose of this paper is to investigate the growing, and multifaceted, role for events within destination shopping centres. With particular focus upon The Gruffalo experience (GE)—a three week pop-up experiential children’s activation—the study offers insights and provides a...