Trinity Walk wins UK award

AWARD: Radio 1s Gemma Cairney, left, awards host Deborah Owen-Ellis Clark and the Trinity Walk team.
AWARD: Radio 1s Gemma Cairney, left, awards host Deborah Owen-Ellis Clark and the Trinity Walk team.

A Wakefield shopping centre held off stiff national competition to win a prestigious retail prize for the first time.

Trinity Walk was handed a Purple Apple Merit Award in London for one of this year’s best strategic marketing campaigns.

It was one of only three Yorkshire centres to win anything at Revo’s Purple Apple Marketing Awards.

The centre’s ‘Where will a Trinity Walk take you?’ campaign helped make it a record year for the centre in 2016. Achievements included a 1.55 per cent increase in footfall year-on-year, a 33 per cent rise in website visits and a 7.39 per cent rise in car park usage.

The judges said: “The submission provided a well-articulated long-term strategy and a good breadth of SMART (Specific, Measurable, Attainable, Realistic, Timely) objectives. The campaign was strategically implemented across multiple channels and the results achieved were clearly strong.”

The campaign ran across TV, outdoor advertising, targeted website adverts, films, events and social media activity.

Cormac Hamilton, centre manager at Trinity Walk, said: “This is a huge achievement for a centre of our size. We were up against some of the biggest centre in the UK with far bigger budgets, but it goes to show that it really boils down to creativity and execution.

“We’re turning a lot of heads here at Trinity Walk with what we’re doing and achieving – and that’s brilliant for the whole of Wakefield because we know we are part of something much bigger.

Our retailers really get that and are hugely supportive – that translates to more people visiting and spending more money, which is great for the local economy.”