SCEPTRE AWARDS 2017
Marketing Manager of the Year
Commercialisation Innovation of the Year
Phil Maclean The Valley shopping centre
POP! by Mackney intu Derby
In 2016, The Valley’s marketing reach topped 3m, up from 1.7m in 2015, and helped to drive a 16 per cent increase in footfall. At its heart is a broad and lean marketing strategy built around paid-for advertising, with budget of £120,000. Creation, design and maintenance of the website; full social media management; creation, implementation and management of events; copywriting, photography and management of all PR activity are all carried out in-house.
Mackney Photography at intu Derby created personalised children’s photography in a pop up studio, where youngsters could have their picture taken in front of mind-blowing props. Originally scheduled to be open for just six weeks, the shop reopened, because of high demand, for another ﬁve weeks. Customer feedback was overwhelming; with people saying they had never seen anything like the imagery created by Mackney. Pop! by Mackney transformed an empty shop at intu Derby into a magical wonderland, adding a new revenue stream and revitalising its mall presence.
Christine Macdonald, intu Braehead Dierdre King, Pavilions shopping centre
New kiosks at Hermes’ centre:mk Appear Here & Hammerson: Link Street, Bullring
SHOPPING CENTRE JULY 2017