Tees Valley Tourism


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Staff at Middlesbrough Town Centre Company, Tees Valley Tourism Bureau and Middlesbrough Council are celebrating after receiving major, national recognition for one of their newest campaigns.

The Middlesbrough Pride Campaign, which aims to make people in the town proud to represent where they live and work, has been honoured with a British Council of Shopping Centres (BCSC) Marketing Award.

The 'Purple Apple Awards' recognise and reward excellence in marketing in the retail property industry and work to advance standards in the sector.

At a ceremony held in London earlier this week (February 8th) Middlesbrough Pride was awarded a BCSC 'Purple Apple Pip' and was one of only two centres to receive the accolade.

Over 85 retail centres around the UK entered the awards, including venues such as Meadowhall Shopping Centre in Sheffield and Lakeside Shopping Centre in Essex, but only 25 were honoured at the awards ceremony.

Entries covered 10 categories and Middlesbrough Pride entered the 'Community Relations' category to showcase the work that has been done to change perceptions and aid regeneration in Middlesbrough town centre.

Middlesbrough Town Centre Company (MTCC) has been working with Tees Valley Tourism Bureau and Middlesbrough Council to put together Middlesbrough Pride, which is a series of free training courses for local employers.

Karen Shields, marketing and information manager for MTCC, commented:

"Everybody involved with Middlesbrough Pride - from the organisations that help to deliver the courses to the hundreds of frontline staff and town centre employers who have taken part so far - deserves to share in this award.  Without them it wouldn't have been possible and it is thanks to their enthusiasm and determination to put Middlesbrough on the map for the right reasons that we acheived such a fantastic, national accolade.

Some of the UK's best known shopping centres from much larger towns and cities entered the awards and for Middlesbrough to be honoured amongst them - and in many cases ahead of them - makes everyone at Middlesbrough Pride extemely proud."

Mayor of Middlesbrough, Ray Mallon added:  "This award is just the start of an exhilarating time for Middlesbrough.  The team behind Middlesbrough Pride are leading the way in making sure that everyone knows what is happening in the town and this will undoubtedly help us with our massive regeneration plans over the coming months."

John Strachan, BCSC President said: "Marketing, media and public relations play vital roles in delivering awareness and custom for retail destinations.  The Purple Apple Awards recognise this role and help spotlight better ways of reaching and appealing to customers.  The retail business is both competitive and relentless and these Purple Aple award winners recognise campaigns and projects there are front-line factors in driving footfall and custom."


Editors Notes:-

The Middlesbrough Pride campaign works to make staff in hotels, shops and restaurants aware of the things that are happening both in the town and across the Tees Valley so that they can pass the message onto the visitors and become Middlesbrough 'ambassadors'.

130 people took part in the course during the first nine months and the current waiting list stands at 150.  By the end of the first year of Middlesbrough Pride (which falls in March 2006) it's thought more than 350 will have to take part.

Created by victoria
Last modified 14-02-2006 03:53 PM


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