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A Purple Apple for the Regent Arcade

A Purple Apple for the Regent Arcade

Posted on: May 12, 2018

The Regent Arcade has added to its fruit basket of prestigious national awards.

Following on from the Green Apple environmental award it won in 2013, the Cheltenham shopping centre has been awarded a Revo Purple Apple Marketing Award for its Wishing Fish Clock children’s charity book campaign.

Regent Arcade was presented with the award for cause related marketing at a glittering gala dinner held last week at The Brewery in London compered by actress and television presenter Nadia Sawalha.

The Regent Arcade’s education outreach initiative was inspired by the centre’s iconic Wishing Fish Clock which was refurbished in 2017. Over £3,000 was raised for the Pied Piper charity from sales of the book which follows characters featured on the clock as they soar high over Cheltenham’s landmarks.

Gloucestershire author Miranda was commissioned to hold workshops with schools to create storylines around the animals featured on the Kit Williams designed clock. The book was illustrated by local artist Hannah Shaw and launched at the 2017 Cheltenham Literature Festival.

The campaign drove up footfall at the Regent Arcade and enjoyed a high level of engagement with retailers within the centre.

Said Regent Arcade centre manager Scott Lahive: “Competition for Purple Apples is always extremely strong, and we were delighted just to be shortlisted – so when the Wishing Fish Clock campaign was announced as the winner we were all shocked but of course extremely delighted.

“I’d like to say a big thank you to everyone involved with the book. The children from Dunalley School who took part in the workshops, author Miranda Walker for her infectious enthusiasm for the project, Hannah Shaw for her charming illustrations, the Cheltenham festivals for their support and Lynsey Coleman from Velocity Worldwide for coming up with the concept and co-ordinating the campaign.

“We are very proud of our Wishing Fish Clock and excited about the success of the children’s story book project. It embodied all of the values we hold dear to us at the Regent Arcade – engaging with local schools, supporting charitable causes and playing an active role within the community we serve.”

The Revo Purple Apple judges described the winning Regent Arcade entry as: “A well implemented campaign that demonstrated excellent use of local links and partnerships and capitalized on the strong reputation Cheltenham has for literature. An excellent outcome with mutual benefits to all parties involved.”

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