The Revo Purple Apple Marketing Awards shortlist has been announced and The Square Camberley had the best result ever with three campaigns being shortlisted.
Dino Live, Be Independent and the fund raising campaign that The Square Camberley did on behalf of One Great Day has made to the shortlist. The winners will be announced on the 22 April 2020 in London.
Dino Live took place at The Square Camberley during the 2019 school summer holidays, attracting families to the centre with an exhibition of six life-size animatronic dinosaurs. With complimentary events taking place throughout the shopping centre, retailers and customers were highly engaged with this unique educational campaign that received over 30,000 people across the period of the campaign. Tours with a paleontologist, dino trail, excavation workshops, as well as the exhibition itself, delivered unprecedented results for The Square Camberley with drive time up by 64% and dwell time increased by a huge 79% during the event.
Be Independent was a partnership of the management team, the asset management team, Surrey Heath Borough Council and Collectively Camberley BID. With landlords looking to enhance the customer experience journey, The Square launched a a competition that gave one local entrepreneur the ultimate prize of 6 months rent, business rates and service charge free to take their business into an established retail environment. The winner of the initiative, eco champions Clever Cactus, has been successfully incubated since opening on 1st November 2019 and plans are in place for a permanent store.
Finally, on the last campaign, The Square Camberley fundraised in a unique, innovative and “rule-breaking” approach to raise money for One Great Day. After a very disappointing fundraising effort in 2016 The Square Camberley team decided to embrace the challenge to raise money for a charity that does not have big brand awareness in the catchment area. Instead of following the traditional approach of one fun day event the management team developed a number of initiatives throughout the year that raised £2,661.68, 17 times more compared to 2016!
The Revo Purple Apple Marketing Awards are the only awards which recognise and reward effective retail destination marketing within the UK retail property sector.
These awards acknowledge high standards and reassure occupiers and other interested parties that retail destination marketing is effective and provides excellent value for money. The awards also reflect how marketers have to constantly adjust to changing times, from ensuring their budget goes further and works harder, driving retailer sales and harnessing new initiatives including digital marketing. Read more about the Revo Purple Apple Awards here.