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<<<Back to Press Releases |
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17 May 2005 BRENT CROSS SHOPPING CENTRE WINS EUROPEAN MARKETING AWARD Brent Cross Shopping Centre's Season of Celebration has been awarded a merit in the Community Relations category of the International Council of Shopping Centres (ICSC) Europe Solal Marketing Awards 2005. The ICSC Solal Marketing Awards reward the achievement of a shopping centre's goals through innovative marketing using all available resources. Brent Cross Shopping Centre is located in Barnet, one of the most culturally diverse boroughs in Britain, so Season of Celebration was designed to celebrate and embrace the diversity of the local community. The programme of events and education took place from November to February. Season of Celebration encompassed Diwali, Eid, Chanukah and Chinese New Year, with the main focus on Christmas. Rob Dempsey, Marketing Communications Manager for Brent Cross states: 'This is the fourth award Brent Cross has won in three years for Marketing but it is very exciting for The Season of Celebration to be recognised at an International level. It is a unique event to celebrate the community. Although footfall and sales have gone up as a result of the Season of Celebration, the primary objective is recognising Brent Cross customers and to create excitement in the Centre.' Utilising Barnet Council's connections with local faith communities, Brent Cross worked closely with local religious organisations representing the major ethnic groups, thus ensuring the planned activities did not cause offence to the very groups the Centre was trying to embrace. Solal Marketing Awards, Joint Chair of the Awards Jury and head of retail marketing for UK-based Donaldsons Europe, Eileen Connolly comments: "This year's winning campaigns were simply outstanding and show that shopping centre marketing is developing still further in its effectiveness and professionalism, helping to drive shopping centre sales and visitor numbers in new and innovative ways, together with making a significant contribution to their communities." Ends Notes to editors: Season of Celebration Diwali - celebrated in November with the centrepiece the finishing of a Rangoli (a traditional multi-coloured flour and rice decoration) by the Mayor of Barnet. Working with the local Neasden Temple, the largest in Europe, Brent Cross created the world's largest Rangoli on its Centre Court area. The Rangoli took four days to create, with teams from the temple working by hand to build up the intricate pattern. At 100 sq m, the Brent Cross Diwali was the world's largest, accredited by Guinness World Records. Over the four days, 7,000 people watched the Rangoli take shape. Retailers got involved via the retailer marketing committee, working rotas to help create the Rangoli. 'Bollywood' dancers performed on the day, henna tattooists decorated customers' hands and arms and local outreach workers handed sweets and small gifts to shoppers. 11 retailers encouraged their staff to dress in traditional Hindu/Sikh dress. Chanukah - a 9-branched, 9-foot high electric chanukiah (candelabra), educational DVDs and displays were sourced from Chabad Lubavitch, a local Jewish charity/outreach organisation. As is customary, the chanukiah was lit each evening at sunset by the local Rabbi, who also told stories explaining the meaning of Chanukah. Traditional fried foods like kosher donuts were given out and crowds of up to 500 people each evening were entertained by two local Jewish primary school choirs singing traditional Chanukah songs. The candelabra was sponsored by Base, a fashion store within Brent Cross and on one evening was lit by Israeli football star Eyal Berkovich. Eid - the Centre worked with Barnet's Muslim Welfare Society to build a giant model moque. Educational information was displayed next to the mosque and other material made important statements - particularly relevant post-9/11 - that war is not part of normal Muslim beliefs. Children's story telling sessions took place throughout the day, alongside face painting, henna tattooing and food samplings (so popular, they ran out!). It is estimated that 6,000 shoppers enjoyed the Eid festivities at Brent Cross. Chinese New Year - sponsorship was from in-Centre retailer Dr & Herbs, with dragon and lion dancing, Chinese drummers, food tastings and music. The day-long activities drew crowds of over 2,500 people. Christmas - the cornerstone of SOC and celebrated in-Centre for six weeks, from mid-November, the celebrations were designed to be more traditionally 'Christian'. The mall decorations were 'a modern take on a Victorian Christmas' with festivities including: " Local schools, charities, community groups and churches performing carol concerts " Professional musicians performing traditional and contemporary Christmas music every evening " A giant Nativity scene built within the malls, complementing the Centre's busy Grotto " Supporting Barnet Council's Gift Tree initiative, whereby customers picked the names of disadvantaged children in Barnet off an in-Centre Christmas tree and bought them a gift, which Brent Cross wrapped and distributed by Christmas Day, thereby ensuring that disadvantaged children living locally still received a present for Christmas " Brent Cross hosting a Christmas Lights Switch-on event in November. The lights were turned on by the Mayor of Barnet, helped by characters from Roald Dahl's popular stage play, The Twits, who were appearing on stage in London's West End |
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