Category

Best Marketing Campaign of the Year – Shoestring

Entered By

The Harvey Centre

Why did you want to enter The Revo’s? 

Revo plays a big part in the shopping centre industry, supporting us all with knowledge, feedback, learning and much more. We wanted to share our Bug Bistro campaign as we are so proud of how it put The Harvey Centre on the map. We also look forward to receiving any feedback about the campaign from the judges. Of course, it would be such an honour and a big achievement for the whole team to be awarded a Purple Apple – they do not come easy.

What makes your entry standout?

Our entry was very risky and needed timely communication management from start to finish, the creative execution had to be unique and the in house and off line elements needed to blend together for it to be a believable stunt. It not only got the local community and retailers engaged, it reached out to a wider audience and ensured the Harvey Centre was recognised far and wide by industries outside the purely retail world. It had shock factor and got people questioning whether it was real or not – a real talking point within the community! I had some fantastic interaction with our tenants and staff about the campaign during its duration.

How do you envision the future of your industry, and how do you hope to contribute to it?

The industry will continue to evolve and change, I think shopping centres will move into new areas that they have not been before. They will be more community led, partnering with services to not only help the customer and centre but the community to provide services which are over stretched now. These will be NHS, council information, help groups along with much needed services i.e., parcel collection and drop off and possible space for quite time or to carry out personal admin tasks.

What one word best summarises your entry?

Bold