Golden Square Shopping Centre (GS), Warrington has been awarded the prestigious ‘Northern Region Campaign of the Year’ accolade at the annual Chartered Institute of Marketing (CIM) awards 2014.
The CIM recognises and rewards the insight, creativity and success of the Northern marketing industry, and aims to raise the profile of marketing in the region. Although up against very worthy peers such as Vivid & Mersey Ferries and MC2, Golden Square, working alongside The Ideas Department, was recognised by industry experts and took its rightful place amongst the very best in marketing in the North of England.
A strong 2013 leasing plan was the catalyst for the centre to shed its old identity – and create a new look through a campaign that would resonate with a much wider audience, positioning Golden Square alongside its higher profile competitors. The successful campaign saw a complete redesign of Golden Square’s brand: focusing on the shopping centre’s logo, in-centre branding and a complete overhaul of its website and social media.
The proof certainly is in the pudding as the final quarter of the year saw a significant rise in the centre’s sales, and the carefully thought out GS Christmas campaign 2013 saw an increase in footfall for December of 5.8% - doubling initial targets. This has continued in 2014 with footfall for the year to date up 6.5% vs last year.
Anna Batt, Marketing Manager at Golden Square, commented, “To say we are delighted at the receipt of this industry award would be an understatement. The marketing team were meticulous in their approach to the centre’s rebranding strategy and they were extremely careful not to lose sight of Golden Square’s three pillars: Shopping, Food and Fun.
“We would like to thank all of the judges at CIM who have commended our work. In a region of the country where we face so much competition for recognition and success, these results really do have positive effects on everyone involved at Golden Square – we will continue to do our utmost to ensure Golden Square Shopping Centre becomes one of the most attractive shopping destinations for consumers in the North of England.”
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