BRITISH COUNCIL OF SHOPPING CENTRES (BCSC) NAMES 2007 PURPLE APPLE MARKETING AWARD WINNERS

The retail property industry celebrated a bumper crop of Purple Apple and Purple Apple Merit winners at its 2007 annual marketing ceremony that took place in London on 9 May.

Only one shopping centre, Hempstead Valley, Kent, won the highly coveted and top prize of a Purple Apple Award – given for outstanding creativity, cost-effectiveness and superb results. The event which was attended by nearly 600 industry executives, saw another 21 other centres and projects secure Purple Apple Merit Awards for exceptional work, Purple ‘Pips’ for the seeds of a good idea.

Event compere Claudia Winkleman announced that this year’s Purple Apple awards saw the most intense competition since the awards were launched 14 years ago, with a further 11 centres just missing Purple Apple Merit Awards by a mere 1 point each.

Hempstead Valley’s ‘Fashion Features’ campaign was one in which the centre worked directly with tenants and the Kentish Saturday Observer and Kent on Sunday to deliver fashion related articles. The judges said the entry had demonstrated “clear objectives, a rational approach and well-researched results” and cited Hempstead Valley marketing manager Su Button for her dedication and enthusiasm in driving the project. One of the judges, John Grey from TK Maxx, awarded Su’s PR work the maximum 50 points - the first time that's ever happened. He commented that, “Su deserved a medal for her dedication let alone a purple apple!".

Su Button at Hempstead Valley Shopping Centre will receive all expenses-paid trip to the international Maxi Awards which take place in New Orleans, USA in October 2007.

Comments BCSC Chief Executive Michael Green:

“The retail property industry continues to raise its game in terms of the overall level of entries with more than 104 this year. We’re also seeing higher standards of entry and more award recipients than ever. It’s long been said that Purple Apple awards don’t grow on trees and once again this has proved the case with judges again only making awards for outstanding and exceptional work. Winning a Purple Apple remains the ultimate recognition in innovation and effectiveness.

“Our congratulations go in particular to Hempstead Valley and to all the other winning centres that have demonstrated outstanding thinking, design and delivery in the marketing and PR campaigns.”

Comments Sue Boor, head of BCSC’s Purple Apple Task Force:

“The new online entry process has resulted in a surge in the number of entries for this year’s competition. Retail destinations are operating in an increasingly competitive environment and that requires outstanding thinking and outstanding campaigns to merit a Purple Apple. The Purple Apple Awards are, effectively, the industry accolade for a job not just done, but done to outstanding or exceptional levels.”