Fashion “flash dance” in line for award

A FASHION campaign which transformed a Warrington shopping mall into a giant catwalk is in the running for a top UK award.
The campaign featured dancing models and featured outfits from 21 retailers.
The extravaganza was staged in the Golden Square Shopping Centre.
Events were run over a 12 month period to boost sales at fashion outlets throughout the shopping centre and encourage shoppers to buy from across the whole range of clothing stores.
The idea was to promote the shopping centre as one giant department store, uniting retailers with the common goal of encouraging people to shop at Golden Square.
The result was a 4.2 per cent increase in footfall compared to the previous year, and an 11 per cent year-on-year increase in sales.
So successful was the campaign that it has now been shortlisted for a Purple Apple award in the Strategic Marketing Campaign category.
The annual accolades run by the British Council of Shopping Centres (BCSC), recognise and reward effective shopping and town centre marketing within the UK retail property sector. The awards ceremony will take place in London on Thursday.
A highlight of the campaign was a series of “flash mob” style performances when an elite troupe of talented dancers performed show stopping routines around the centre.
Golden Square marketing manager Anna Chrystal said: “The concept was to position Golden Square as one giant department store, and the principal behind the campaign was to showcase and drive customer awareness of all the different fashion brands available.”
Centre director Ian Cox said: “We wanted to create a high-energy and engaging event which would literally bring the very latest fashions out of the stores directly to our shoppers.