BCSC PURPLE APPLE MARKETING AWARDS
Royal Victoria Place has been successful in winning the top award at this year’s BCSC (British Council of Shopping Centres) Purple Apple Marketing Awards. The gathering of the leading shopping centre marketeers from all across the UK took place last Thursday in London with the glitzy ceremony hosted by TV and radio presenter Edith Bowman. West Kent’s largest shopping centre, was awarded the overall winner in the ‘Cause-Related’ Category for its ‘Victoria At 21’ Community Art Project. This was a fiercely contested category with nearly 30 shopping centres vying to be crowned the winner. This award recognises an innovative marketing activity created from a partnership between a centre and a not for profit organisation. The BCSC Purple Apple Awards is the only annual awards programme which recognises and rewards effective shopping and town centre marketing within the UK retail sector. This year more than 150 entries were submitted across 6 categories.
‘Victoria At 21’ was a community inspired art project commissioned by Royal Victoria Place to commemorate the shopping centre’s 21st birthday and its links with the town’s royal heritage.
In keeping with the centre’s royal namesake, this innovative 18 month community art project was undertaken to create a giant photo-mosaic portrait of Queen Victoria.
The final artwork created by leading British artist Helen marshall is now on permanent public display at the centre and features over 3,500 photographs created by local school children at educational workshops and submitted online by the public. It enabled the centre to engage with a wide range of ages creating a legacy artwork benefiting the local community for many years to come.
A member of the Purple Apple Awards Judging Committee, commented “Impeccable implementation and delivery of this campaign over a concerted period of time. The Royal Victoria Place team clearly put a considerable amount of thought into the planning of this community campaign in terms of the artist selection, customer engagement and grand reveal activity – which were all very well delivered.”
Victoria At 21 is now on permanent display at Royal Victoria Place on level 2 near Ernest Jones.
To take a closer look at Victoria At 21 click HERE