Manchester Arndale took top spot at the British Council of Shopping Centres (BCSC) Purple Apple Marketing Awards held tonight, Thursday 8 May. The industry was out in force at The Brewery to commend the most innovative and successful marketing from across retail property.

The awards, sponsored by MK illumination, celebrate the very best in retail property marketing. Manchester Arndale was awarded the top Golden Apple Award for ‘The Empty Shop’, a retail experiment held in collaboration with homelessness charity Mustard Tree, to raise awareness and funds for homeless people in Manchester. The ‘Empty Shop’ also picked up the Purple Apple for ‘Community Relations’.

On the back of their success at last month’s Opal Awards, St. David’s Cardiff picked up a Purple Apple Award for Best Use of Digital Marketing along with Trinity Leeds. Liverpool ONE also collected the top prize for Effective Advertising.

Alongside, the four Purple Apple Awards, 23 Merits and two Pips were handed out across the award categories, which also included events, public and media relations and strategic & overall integrated marketing.

Strictly Come Dancing’s Claudia Winkleman presided over the ceremony.

Michael Green, Chief Executive, BCSC, commented:

“Marketing campaigns, like the ones on show, are crucial to a thriving retail destination. As retailers are having to adapt to the challenges of the modern retail environment, generating footfall has required ever more innovative strategies to engage and interact with consumers. That is why it is so important to recognise the achievements of the retail property marketing teams and their contribution to the continued competitiveness of retail destinations all over the country.

“Year after year, choosing the winners gets harder, as the quality of entries keeps improving. I would like to congratulate all the winners and everyone who took time to take part.”