Category

Best Marketing Campaign of the Year – Shoestring

Entered By

Lion Yard Shopping Centre

Why did you want to enter The Revo’s? 

Lion Yard has been on a strong upward trajectory over the last 12 months, welcoming new brands such as Pure Seoul, Oseyo, Shake Shack and Wing Stop, and achieving an almost fully-let position. Alongside Elevation Marketing, the management team has focused on deeper community integration and engaging the city’s thriving tourist market. The results have been exceptional, and we wanted to benchmark our progress alongside industry recognition, and we felt there was no better platform for that than The Revo’s.

What makes your entry standout?

Our Chinese New Year campaign addressed a uniquely challenging demographic for retail destination marketing: tourists and international communities. For a scheme at the heart of Cambridge, tourism is pivotal, and authentic engagement is essential. We believe this campaign sets a new standard for culturally accurate, respectful, and meaningful outreach, avoiding gimmicks and instead celebrating heritage. Over nine days, the campaign fostered inclusivity and cultural pride with some incredible collaborations and events –  resulting in an average +19% YOY footfall uplift and over £250,000 in additional YOY sales for participating tenants.

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

Lion Yard’s Chinese New Year campaign reflects what shopping centres truly represent beyond their commercial purpose: inclusive, diverse, community-focused spaces where people gather and connect. They can be powerful champions of cultural celebration, belonging, and social cohesion. By remaining relevant, welcoming, and supportive of the communities they serve, we believe Lion Yard will continue to adapt to the evolving landscape while remaining an integral part of life in Cambridge City Centre.

What one word best summarises your entry?

Collaborative