The Broadway, Bradford shopping centre has scooped two coveted Purple Apple merit awards for campaigns it ran in 2019 to bring the local community together; an ‘Eid Celebration Weekend’ and also a week-long ‘We are Bradford’ activity. Both campaigns were commended by the only award body that recognises effective retail destination marketing within the UK retail property sector.

The Purple Apple awards acknowledge high standards and show retail destination marketing is effective and provides value for money. They also reflect how marketers have to constantly adjust to changing times; from ensuring their budget goes further and works harder to driving retailer sales and harnessing new initiatives including digital marketing.

 

 

Commenting is Ian Ward, general manager at The Broadway.

“2020 has certainly brought its fair share of challenges to communities across the world and to a huge cross-section of industries. The retail sector, in particular, has had to adapt, flex and bounce back. At The Broadway, we’ve focussed on providing a safe space for the people of Bradford and surrounding regions to shop in and our staff to work in.

“The merits for the two campaigns run in 2019 really showcase the hard work put into the events we hold; which unfortunately we haven’t been able to implement in 2020. Eid is such an important celebration in Bradford. We wanted to mark the event by showcasing the city’s wealth of diverse culture.

“The ‘We Are Bradford’ activity put the city on the national news agenda. It was designed to dispel misconceptions of Bradford. We did that by creating a hub to capture ‘real’ news from across the region. The Purple Apple merits are a sweetener as we draw close to 2020. I’m delighted The Broadway has been recognised in these prestigious awards.”

The Eid celebration weekend injected both colour and culture into the shopping centre.

The aim was to celebrate Bradford’s diverse culture and raise awareness of Eid through free fun activities and entertainment. Highlights included Henna artists and an arts and crafts area. There were also dance performances from The Punjab Bhangra Crew.

Meanwhile, the heart of the We Are Bradford campaign was about creating conversations between the people of Bradford and the BBC. A first of its kind experiment delivered by BBC News and BBC Yorkshire, it was whole-heartedly supported and implemented by The Broadway.

For further information on The Broadway, Bradford, please click here.