Bon Accord Aberdeen has been selected as a Merit award winner at the Revo Purple Apple awards for their Rainbow Steps Tactical Campaign.
These are the only awards which recognise and reward effective retail destination marketing within the UK retail property sector. They acknowledge high standards and reassure stakeholders that retail destination marketing is effective and provides excellent value for money.
The awards also reflect how marketers have to constantly adjust to changing times, from ensuring their budget goes further and works harder, driving retailer sales and harnessing new initiatives including digital marketing.
Craig Stevenson, centre manager said: “This is a fantastic achievement for us. Winning a Purple Apple recognises lots of hard work from the team, from painting of the steps to the campaign itself.
“Our Rainbow Steps have since become a much-loved city centre attraction and have been featured by VisitScotland and VisitAberdeenshire, Boohoo.com and even as a backdrop on BBC weather.”
The Rainbow Steps campaign launched in spring of 2019, two sets of steps were painted in rainbow colours as a creative way to signpost to Bon Accord’s Roof Garden, which is situated at the top of the steps. The campaign took inspiration from local tourism brands, using high quality images of the city landscape with the rainbow steps to tap into the nostalgia and civic pride customers have associated with the city centre and with Bon Accord.
The results were a perfect example of minimum spend, maximum impact. The centre increased engagement by 131% year on year and footfall increased +7% year on year during the campaign period, amongst other results.