Royal Albert Dock wins Sceptre Award for Christmas Campaign of the year 2019

27th November, 2020

The winners of the 2020 SCEPTRE Awards, recognising best people and best practice in the retail destination industry, have been announced. In a virtual awards ceremony on Thursday 26 November in 20 categories covering all aspects of the management and operation of successful retail destinations.

Graham Parker, chair of the judging panel and editor of Retail Destination, said: “In an unprecedented year that has seen non-essential shops closed for long periods and social distancing measures imposed throughout the malls, management teams at retail destinations across the UK and Ireland have gone above and beyond to ensure that their centres remain a safe and attractive place to visit.”

The judging panel of industry experts were impressed by the quality of entries across the board, many of which showed true innovation in very difficult circumstances.  

As a UNESCO World Heritage site, Royal Albert Dock is popular with tourists, but the team used the Christmas campaign to re-engage with local shoppers. Attractions include an outdoor cinema using a floating pontoon and an outdoor lighting scheme which drove an increase in footfall of 17.7% on the previous November and December. 

The judges said: “The emotive concept linked to love and colour was executed in a very innovative, on-trend, way. An excellent set of results, particularly impressive sales and participation numbers.”