Shopping Centre

The ultimate recognition

Published:  01 May, 2007

Hempstead Valley in Gillingham, Kent, emerged as the winner of the only Purple Apple award for shopping centre marketing at the BCSC's annual awards event.

Over 600 guests attended the awards dinner at The Brewery in London and saw Hempstead Valley's marketing executive Su Button receive her award for the 'fashion features campaign' that generated a staggering £166,000 worth of press coverage for an outlay of just £41.80.

The campaign revolved around a series of regular fashion features placed in two local freesheets that promoted the latest trends available in the centre's stores.

At a time when the BRC was reporting retail sales growth of 2.5 per cent year-on-year Hempstead Valley saw sales up more than 10 per cent on the back of the press campaign.

BCSC chief executive Michael Green said: "We're seeing higher standards of entry and more award recipients than ever. Winning a Purple Apple remains the ultimate recognition."

Su Button will now join four other shopping centre marketing specialists from Birmingham City Centre, The Paisley Centre, The Mall at Cribbs Causeway and thecentre:mk on an all expenses paid trip to the ICSC Fall Convention in New Orleans where her campaign will be entered for the ICSC Maxis, which recognise the best in shopping centre marketing worldwide.