Published: 31 October, 2007
Karen Carr, marketing manager at the MetroCentre in Gateshead, was the winner of this year's SCEPTRE Marketing Manager of the Year Award, sponsored by LDJ Design & Display.
The numbers say it all: in 2006 footfall increased by 3.51 per cent, and in the key Christmas period it was up 4.3 per cent. By December 2006 customer spending was up 8 per cent year-on-year, and gift-vouched sales increased by 10 per cent.
A number of strategic initiatives were responsible for this success. The MetroGnome shows during school holidays really increased traffic, with 57 per cent of shoppers saying their visit was influenced by the shows, and 53 per cent coming specifically to see them. During the 2006 World Cup a licensed lounge, hosted by ex-footballers, showed all the matches.
Finally, the world's largest Christmas stocking was knitted in the mall by 1,000 shoppers. This was featured on both BBC and ITV, garnering the equivalent of £10,000 of free advertising.