REFLECT- THE GIFT OF GIVING BACK – MERSEYWAY SHOPPING CENTRE
In November 2020, Merseyway launched ‘The Gift of Giving Back’ – a year-long campaign to support the Stockport community as we continued to live with the challenges of Covid-19. Three consecutive campaigns were delivered during this period which allowed more than £55k worth of gifts to be distributed within the community.
Christmas Stars – Celebrating those who had inspired us during the pandemic, Merseyway’s launched its Christmas Stars campaign in November 2020 giving the local community the opportunity to nominate someone they believed deserved a special treat that Christmas. Eight Christmas Stars were chosen from more than 50 nominees with the winners receiving a bespoke gift along with their names displayed on giant gold stars in the centre.
The Wishing Tree – Aimed at shoppers returning to the centre post pandemic, Merseyway launched The Wishing Tree in April 2021 asking shoppers to share their hopes and dreams as we moved out of lockdown. More than 4,000 shoppers participated and Merseyway surprised 25 of these by granting their wishes which included shopping days out, hampers for NHS staff and a transformation into a pirate!
The Giving Tree – From November – December 2021, the centre’s annual Christmas Giving Tree enabled shoppers to donate gifts to be distributed to local, less fortunate children within the community, ensuring they received a present to open on Christmas Day. More than 3000 gifts were donated, with a value of more than £50,000. With the shopping centre only open for essential services at periods during the campaign timeframe, these initiatives helped the centre remain engaged with the local community, while generating positive PR for the centre (£68K AVE specifically on these campaigns) and reaching 236,827 social media users across all platforms.
“It was a real honour to be asked to take part in Merseyway’s Christmas Stars campaign as a panel judge. Merseyway has managed to establish a one-of-a-kind relationship with its shoppers, making them feel valued and welcome time and time again. This campaign was a prime example of how Merseyway helps to champion local people and along with its Wishing Tree and Giving Tree, the centre has made a real impact on the morale of the local community in Stockport during a very difficult time.”
Helen Walters – Town Centre Manager at Stockport Council