Gold for Market Place

Published:  13 June, 2017

Bolton scheme only UK winner at ICSC’s Solal marketing awards

Moorgarth’s Market Place shopping centre in Bolton was the only UK scheme to be recognised at ICSC Solal Marketing Awards, held on Thursday June 8 in Vienna, Austria. The ICSC Solal Marketing Awards recognise best practice and outstanding marketing performance in retail marketing across Europe and South Africa.

Market Place won a gold award in the ‘Brand Awareness and (Re) positioning’ category – which rewards campaigns that have creatively changed customer perceptions – for its Mannequin Challenge. The campaign also received a special distinction award for the best result for a small budget (under €10k), meaning it will automatically go forward to the global 'Best of the Best' awards in Las Vegas next year.

Devised in November 2016 by Market Place’s marketing agency, AL Marketing, the Mannequin Challenge – where people upload videos of themselves freezing for the camera – drove a footfall increase of 20.4 per cent year on year. All 60 retailers took part alongside members of the public, and the video hit 310,680 Facebook newsfeeds, got 168,000 views, generated 782 comments and 1,800 likes and led to a 9.5 per cent increase in Facebook followers.

Centre manager Nikki Wilson-Cook said: “We’re so happy to get another award, particularly when we were up against some really impressive competition from Europe and South Africa. And I feel particularly proud to win in a category that acknowledges the way perceptions are changing for the better, both at Market Place and in Bolton as a whole. To also get the distinction and to be the only UK winner is the cherry on top.”

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