Kurna Park: three years of growth

The problem

Kurna Park opened in August 2023 on the Tallinn ring road, next to IKEA. It is Estonia’s first retail park where every shop has its own door and you park right in front of it. But the name gave no hint that this was a place to shop. In February 2025, only 31% of people surveyed had heard of it.

92% of visitors come by car, and for many of them other shopping centres are closer. Online stores make shopping easier still.

The solution

häk has been Kurna Park’s marketing partner from the start. Over three years, we moved from one-off attention-grabbing campaigns to a year-round plan where every activity gives people a reason to drive to Kurna.

We chose one hard metric: the number of cars in the car park. Clicks and impressions can be bought. Cars in the car park cannot.

In 2025, research and data changed our course. The insight: Kurna Park’s biggest competitor is not another mall but the online store. We built a new brand strategy and visual identity, swapped the cheeky early tone for an honest, warm and simple voice, and ran fewer but bigger campaigns. Kurna Park became the calm opposite of big shopping centres: park at the door, get what you need and go.

The year-round plan has three parts. Visibility on the main roads where the audience drives. Community events that give people a reason to come even without a shopping list. Seasonal campaigns at natural peaks: spring, back to school and Christmas. The events include the Kurna Park Fair, where the car park turned into a market square, a hobby education day for local families, six Kiili Kuubik sports events a year and activities planned together with Rae Parish.

The results

Measured by the car park counter, the number of cars has grown three years in a row.

In 2025, the number of cars grew 18.3%, against a target of 18%.

In the first 39 weeks of 2026, the park welcomed more than 22% more cars than a year earlier and 44.6% more than in the same period of 2024. Every one of those 39 weeks beat the same week of 2025.

Every quarter has beaten the same quarter a year earlier. In 2026, growth sped up from quarter to quarter: 16.6%, 23.7% and 25.3%. The final week of the back-to-school campaign brought 42% more cars than a year earlier.

All six campaigns in 2025–2026 beat their media plans, with 1.9 times the planned impressions and 3.1 times the planned clicks. In the spring and back-to-school campaigns, the cost per click fell by more than half compared with 2024, to €0.10.

Measured by cars, not clicks.