The centre has been recognised for #Paperdolls campaign by the Revo Purple Apple Marketing Award, which took place earlier this month, and achieved a merit in the strategic marketing category.
The popular #Paperdolls summer campaign truly captured the hearts and minds of shoppers at Frenchgate. Using the premise of the old ‘paper dolls’ cut out and dress toys, Frenchgate created digital and in - Centre platforms to allow shoppers to style and select a full outfit for their very own fashion doll. Everyone who took part was also entered into a prize draw with a chance of winning a summer wardrobe of his or her choice.
The campaign allowed shoppers to participate in a fun and immersive experience combining the digital world with physical purchase. The Revo judges commented on the unique new look campaign and how the digital element set it apart from the traditional fashion show..
Frenchgate marketing manager Karen Staniforth commented on the win: “We are absolutely delighted to have been recognised for the great work we have been doing at Frenchgate.
“The Revo Purple Apple Marketing Awards are one of the largest in the industry and it’s the first time the centre has won one these prestigious awards. We were up against a number of other high profile shopping centres so we are very proud to bring the award back to Doncaster.
Paddy Mellon, general manager at Frenchgate, added: “We work hard at Frenchgate to ensure our customers have the best possible multi-sensory experience when they visit our centre and to have been acknowledged by Revo is a fantastic achievement for everyone involved.”
The Revo Purple Apple Marketing Awards are the only awards which recognise and reward effective shopping and town centre marketing within the UK retail property sector. The awards also reflect how marketers have to constantly adjust to changing times; from ensuring their budget goes further and works harder, driving retailer sales and harnessing new initiatives including digital marketing.
Frenchgate is managed by Lambert Smith Hampton’s Belfast office.