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East Midlands Chamber News

Award for intu for driving up independent retailers

A campaign to encourage independent stores to Nottingham’s intu Broadmarsh has been recognised with a national award.

The ‘Pop Up intu Broadmarsh’ campaign, run by shopping centre owners intu, was designed to increase the number of independent retailers taking space in the centre and last week (7 May) was awarded a merit at the BCSC Purple Apple Marketing Awards ceremony, in London.

Adam Tamsett, General Manager at intu Broadmarsh, said: “This is the first time we’ve done anything like this and we’re delighted that it has been recognised at such a prestigious national awards ceremony.

“Pop Up intu Broadmarsh has allowed us to bring some fantastic independent retailers to the centre, which has improved the retail mix we are able to offer our shoppers by giving them something different to your normal high street stores.

“It is really important to us to support independent retail in the city and this award is testament to the hard work that everyone at intu Broadmarsh has put into making this campaign come to life.”

Retailers including Deli-cious, illPod, Made in Nottingham and Prisma have all been brought into the centre as part of the campaign, as well as Inspiring Retail winners Dukki Designs and Elefair.

The campaign picked up a merit award in the business to business marketing category, which recognises innovative and creative initiatives that achieve the greatest return on investment for landlords, supporting its specific strategy through targeted and tailored activity.

This is the second national award that intu Broadmarsh has picked up in recent weeks after being selected to win a BCSC Opal Award for bringing Carl Froch’s warm up ahead of his momentous fight against George Groves in 2014.

“The BCSC Purple Apple Marketing Awards recognise high standards across the retail sector in this country, so it is absolutely brilliant for our campaign to have been recognised at such a high profile event for our industry,” added Adam.

“The team has done a fantastic job in putting together such a successful campaign and I am very proud to have been involved – it builds on the success of the Opal Award we picked up earlier in the year, and we are delighted to see our efforts recognised.”

It was a successful night for intu, which took home an impressive eight awards from ten shortlisted entries, with intu MetroCentre in Newcastle scooping the overall Golden Apple award.

The BCSC Purple Apple Marketing Awards recognise shopping and town centre marketing within the UK, acknowledging high standards and value for money.