Published at 08:54, Saturday, 19 May 2012
THE Lanes Shopping Centre in Carlisle has won a marketing award for using local people in an advertising campaign.
Commercial director David Jackson and marketing manager Janet Murray collected the award at a dinner in London.
Marketing experts from across the retail property industry were celebrated at the annual shopping centre marketing awards, organised by British Council for Shopping Centres.
Janet said: “We initiated a campaign using local faces to reflect our retail brands and create a clear identity for The Lanes, producing a set of commercials that were eye-catching, retail focused and unique to Carlisle.”
The feedback from the BCSC marketing awards said the campaing showed; “strong involvement with retailers and encouraging performance in both sales and footfall”.
It added: “Using store managers in the TV adverts to promote brands is truly collaborative. The inclusion of external observations from other business shows the impact and a noticeable difference locally.
“And rarely do you see this level of participation or collaboration with retailers when putting together a marketing campaign.”
The award was presented by rugby player Austin Healey.
Joe Hendry, leader-elect for Carlisle City Council, said: “I’d like to pass on my congratulations to The Lanes in achieving this nationally recognised marketing award.
“Collaboration with their retailers and local businesses has proven to be a success for all concerned. Their innovative approach should be commended, well done to The Lanes.”
Last week, The Lanes retailer Debenhams announced it was planning a multi million upgrade to its store, due to begin on May 28.
PMcClounie@cngroup.co.uk
Published by http://www.newsandstar.co.uk
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