Member Article

Liverpool ONE Scoops Top Industry Accolade

Liverpool ONE has been recognised for its innovative approaches to advertising after winning one of the industry’s top awards.

The popular retail and leisure destination scooped the Effective Advertising accolade at this year’s Purple Apple Awards for its Where Style Comes to Life campaign.

Specifically designed to engage with customers outside of the Liverpool City Region, the creative concept is devised to encourage new visitors from across the North West, regular return visits and emotional engagement with the shopping destination.

It comprises an advertising strategy spread across TV, radio and digital media and the creation of Liv and Liz – the city’s very own animated Liver Birds.

Since the launch of the campaign, Liverpool ONE has reported an increase in sales across its stores year-on-year.

The concept has been led by the retail district’s in-house marketing division alongside Manchester-based creative agency, McCann Manchester.

Donna Howitt, Marketing & Business Performance Director at Liverpool ONE, said: “It was important for us to create a brand personality that our customers can truly engage with. To do so, we saw no better way than pairing two iconic aspects of Liverpool – its style and our Liver Birds.

“We wanted a campaign that reflected the entirety of Liverpool ONE’s offering and captured just what sets us apart from other retail destinations. As a result, we’ve enjoyed a huge deal of success and seen a fantastic increase of new customers across the board.

“Winning this award is a fantastic achievement for the team and is testament to the strength and success of our campaign. We’re delighted to have been recognised in this way.”

The announcement comes as part of a good month for the Where Style Comes to Life campaign.

The initiative has also been nominated at this year’s International Council of Shopping Centres (ICSC) Solal Marketing Awards, which rewards outstanding marketing campaigns across Europe and South Africa. This ceremony will take place on Wednesday 15 May in Amsterdam.

The BCSC Purple Apple Marketing Awards is the only award ceremony in the UK which recognises and celebrates effective shopping centre marketing within the UK retail sector.

The ceremony, held at The Brewery, London, attracted hundreds of leading figures from the UK’s retail industry.

This was posted in Bdaily's Members' News section by Simon Malia .