Canterbury 4 Business

Published: 16-05-2012

Whitefriars ‘amazing’ marketing campaign scoops top industry award

Whitefriars Marketing Manager Julie Holness and PR and creative consultant Martyn Barr from Impact PR & Design collected a coveted Purple Apple Merit at a glittering awards dinner held on 10 May at The Brewery alongside London’s Barbican Centre. The annual awards, organised by the British Council of Shopping Centres, recognise marketing achievements by shopping centres across the UK. The 2012 awards were presented by former English rugby union player and Strictly Come Dancing quarter-finalist Austin Healey.

 

The Whitefriars Amazing Advent Calendar was a daily online competition to win prizes donated by retailers in the run-up to Christmas 2011. The competition attracted a record 6,463 entries. During the competition period, which was promoted with giveaways in the form of 2,500 bespoke chocolate advent calendars, posters and in the Whitefriars magazine, page views to the shopping centre’s website increased by 160% and footfall to the centre rose by 11.6% over the previous year.

 

Judges were highly complimentary of the Whitefriars entry, describing it as “an innovative and interesting approach to an event with fantastic results on a small budget”, a “good creative, modern with a traditional feel” and “a very clean simple idea providing great buy-in by retailers and great rewards for shoppers”.

 

Sue Boor, Associate Director: Shopping Centre Marketing at PRUPIM, is Chair of the BCSC Purple Apple Judging Panel. She adds: “The categories this year were as competitive as I can remember and, despite our consistently strict criteria for marking entries, we have handed out more than 50 awards. This year’s winners have really gone above and beyond in promoting their centres.”

 

Her views were echoed by Michael Green, BCSC Chief Executive, who commented: “The best and most engaging campaigns can go some way to offset the challenging market conditions the industry is currently facing.”

 

Peter Scutt, Whitefriars Manager, paid tribute to his marketing team, saying: “The Purple Apples are the shopping centre industry’s equivalent of an Academy Award, so we are delighted to have won one for the first time this year. This was an excellent marketing campaign designed and executed by Julie and Martyn and its recognition by the industry as such is richly deserved.”

 

 

 

 

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