PURPLE APPLE AWARD
Belle Vale Shopping Centre has scooped a major marketing award for their BIG Little Library event. The pop-up Library in Belle Vale Shopping Centre has been judged by a panel of retail industry experts and has earned the shopping centre a Merit Award for Cause Related Marketing. This award is one of the leading awards in retail marketing and will increase the profile of Belle Vale Shopping Centre in the North West and the retail industry.
The Purple Apple Marketing Awards, from the British Council of Shopping Centres, is an annual event that receives hundreds of entries from shopping Centres across the UK. The awards are highly-competitive and there are only a handful of winners in each category covering different aspects of marketing. Belle Vale Shopping Centre is delighted to receive a Purple Apple Merit Award in the Cause Related Marketing category for the BIG Little Library event. This particular award celebrates collaboration between a shopping Centre and a non-profit organisation. Shopping centres must prove they have delivered a high-quality, mutually-beneficial community campaign in order to earn the award.
The BIG Little Library event was described by judges as a creative idea executed with some creative events and a genuine collaboration between the shopping centre and Gateacre School. In 2015, the Centre arranged for an empty unit to be transformed into a pop-up library for a period of 3 months in partnership with Gateacre School. Gateacre School were invited to host lessons and workshops within the library. Together, the team collected thousands of books to be swapped and shared in the library. The unit soon became popular with both schools and shoppers as over 3,500 people visited and 10,000 books were given away free of charge during the campaign. This social hub was also the headquarters of Gateacre School’s ‘Little Library’ project. From here, 10 hand-decorated ‘book swap’ boxes were distributed in and around Liverpool included one at Liverpool Town Hall to form a network of Little Libraries. The BIG Little Library offered a relaxed environment to customers of all ages and reading abilities to utilise the space and discover a new love of reading or practice their hobby.
Belle Vale Shopping Centre is delighted with the accolade. Paul Wilson, Centre Manager, said ‘We are overjoyed to have received this award. It is very important to us, as a smaller shopping destination, to be recognised alongside the very best of UK shopping centre and town centre marketing. The BIG Little Library is one of the many cause-driven events we host and we would like to thank Gateacre School for their hard work. At Belle Vale Shopping Centre, we pride ourselves on delivering fun, free, community activity throughout the year and we will continue to strive towards greatness in the different experiences we bring to our shoppers. We are pleased to be working with Gateacre School once again this year. The BIG Little Library is now open again on Hedgefield Mall (next to Snips Salon) until August 2016. We are excited to welcome back return visitors, as well as invite anyone who hasn’t yet visited to come see what we are all about.’