Purple Apple Awards 2006

In a ceremony held in London on 8 February, BCSC saw 16 Purple Apple Merits awarded. Messages Public Relations won two Merit Awards on behalf of its clients The Pavilions, Uxbridge (now known as The Mall) The Belfry Shopping Centre, Redhill. Both were in the Size Band 3 category - Between 200,000 sq ft and 400,000 sq ft.

The Pavilions won its award for the 'Santa's Winter Wonder Web' in the new category for 2006, Electronic Communications. It combined the classic mall promotion of a photograph with Santa with the new technology of the internet. After training the promotional team working in the centre's grotto on how to use a digital camera properly, children were invited to have their picture taken with Father Christmas. The childhood memories were uploaded to an online gallery accessible via the Pavilions website (see link below) and archived by the day of visit. As a real bonus, The Pavilions also received a Purple Apple Overseas Trip for an expenses-paid visit to attend the ICSC Conference to be held in Chicago in September 2006.

Whereas, The Belfry's Modelsearch 2005 won its Purple Merit for the 'Best Single Event'. With the success of its adult female winner of the 2004 campaign, who secured such high-profile assignments such as the cover of Australian Vogue and appearing at the London and Milan Fashion weeks it was no wonder the centre opted again for Modelsearch in 2005. The winning formula was used to raise the centres profile, increase participation by over 66%, extend its potential catchment, promote fashion offering, achieve publicity worth over £66,000 and increase footfall.

Managing Director of Messages PR Mick Knowles commented, " We are delighted for our clients that Messages have achieved two awards in such an industry recognised ceremony. We continue to push marketing creativity in the shopping centre field and look forward to helping other centres achieve recognition."

The Purple Apples are presented for shopping centres in a range of marketing, advertising and public relations categories. The coveted Purple Merit is a mark of excellence achieved by only the very best initiatives. Entries covered 10 categories and six size bands of retail destinations including town centres for marketing, media relations and public relations, among others. The awards recognize marketing activity from 1 January 2004 to 30 September 2005.