Bluewater wins digital accolade for #packyourbags

Bluewater, Europe’s leading retail and leisure destination, has won a coveted British Council of Shopping Centres (BCSC) Purple Apple Award for its #packyourbags holiday-themed digital campaign.  Presented by DJ and author, Edith Bowman, and President of the BCSC, David Atkins, at the annual Purple Apple Awards dinner at the Brewery in central London, Bluewater gained significant industry recognition in receiving the top prize.

#packyourbags was a holiday-themed digital campaign, completed over six weeks during summer 2014, which invited Bluewater’s guests to pack a virtual suitcase or bag on-line, with the chance to win the contents.

The campaign utilised a bespoke microsite to host both the competition and supporting retailer offers, with social media used to drive traffic to the microsite and amplify awareness of the campaign.  Almost 35,000 users engaged with #packyourbags, which was supported by 26 of Bluewater’s retailers.  #packyourbags increased the Bluewater social base by 1,758 followers with an estimated commercial worth of £200,412.

Commenting on Bluewater’s award success, Robert Goodman, Bluewater’s general manager, said: “This is a great accolade for Bluewater and a very positive endorsement of our innovative approach to creating engagement with guests that helps to drive the performance of our retailers and restaurants.”

In addition to its success at the BCSC Purple Apple Awards, #packyourbags has been shortlisted by the International Council of Shopping Centers in its Solal European Marketing Awards, the winners of which will be announced at a ceremony in Copenhagen on June 2 2015.