Wakefield Shopping Centre Wins Retail Oscar

A Wakefield shopping centre held off stiff national competition to win a retail ‘Oscar’ for the first time.

Trinity Walk was handed a Purple Apple Merit Award for one of this year’s best strategic marketing campaigns.

The centre was one of only three Yorkshire centres to win anything at the national awards, it is understood.

(l-r) BBC Radio 1’s Gemma Cairney, Deborah Owen-Ellis Clark from the awards, Trinity Walk’s Lucy Grice and Trinity Walk’s Cormac Hamilton.

Their ‘Where will a Trinity Walk take you?’ campaign helped make it a record year for the centre in 2016, with eye-catching results including 1.55% increase in footfall year-on-year, 33% rise in visits to the website and 7.39% rise in car park usage.

The judges said: “The submission provided a well-articulated long-term strategy and a good breadth of SMART objectives. The campaign was strategically implemented across multiple channels and the results achieved were clearly strong.”

The campaign ran across TV, outdoor advertising, targeted website ads, films, events, a digital advan and social media activity.

Cormac Hamilton, Centre Manager at Trinity Walk, said: “This is a huge achievement for a centre of our size. We were up against some of the biggest centres in the UK with far bigger budgets, but it goes to show that it really boils down to creativity and execution.

“We’re turning a lot of heads here at Trinity Walk with what we’re doing and achieving – and that’s brilliant for the whole of Wakefield because we know we are part of something much bigger. Our retailers really get that and are hugely supportive – that translates to more people visiting and spending more money, which is great for the local economy.”

The Revo Purple Apple Awards – often dubbed the ‘Oscars’ of the shopping centre industry – were held at The Brewery, London.

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