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News Release

London

JLL retail marketing team scoops accolades for shopping centre campaigns at BCSC Purple Marketing awards

Team win five  merits at the annual award ceremony


JLL’s retail marketing team have been awarded five prestigious British Council of Shopping Centres (BCSC) Purple Apple Marketing merit awards for some of their most cutting edge shopping centre campaigns.
 
The BCSC’s Purple Apple marketing awards are the only awards that recognise excellence in shopping centre marketing. The team scooped Purple Apple merit  awards for marketing projects in individual shopping centres as well as picking up an accolade for a children’s club that was rolled out across 15 shopping centres. 
Snapper Jaxx  children’s club was designed to offer children free and imaginative events in a bid to increase footfall and retailer sales.
 
Two merit awards in the ‘events’ category were granted to campaigns in Churchill Square, Brighton. ‘If the shoe fits,’ was an event which allowed shoppers to pick shoes from a wall of shoes and  keep any pair that fitted. It was then followed by a late night shopping and cocktail event. ‘Laughter Laboratory’ provided the Churchill Square Christmas grotto with an interesting new edge, allowing children to become Santa’s toy testers, rating individual toys on a laughter scale. Both campaigns saw increased sales and footfall figures. 
  
A merit for Public and Media relations  went to a project to celebrate the 25th birthday of Royal Priors Shopping Centre, Leamington Spa.  the team devised a plan to use an iconic window as a ‘window of fame.’ This involved working with local schoolchildren to produce self-portraits to decorate the window, creating a community focal point. Improved media relations from the event led to overall press coverage for the year increasing by 106% above the annual target .
 
The final merit went to the ‘Whiteleys goes Great Gatsby’ event. This was a three day event at Whiteleys shopping centre, Bayswater to coincide with the launch of the Hollywood film ‘The Great Gatsby.’ Reflecting the 1920’s heritage of  the centre, the event included live swing and Charleston bands, fashion shows and food and drink samples. The aim was to engage the local catchment area and increase retailer sales, which were boosted by 50%.   
 
Kaye Walker, head of retail marketing at JLL commented: “Our success  highlights the level of creativity and retail marketing knowledge that our team have. Each award winning campaign helped to create a sense of place and identity to individual centres, increased community engagement and boosted footfall and sales.”