Entries will be judged on the following basis:


Scoring Criteria.

Each submission will be judged against specific criteria to ensure consistency of scoring across all entries, there could therefore be many winners or none depending on the standard of excellence. The criteria are:

Planning / strategy - 15 points

Creativity - 15 points

Implementation - 5 points

Expenditure & results - 15 points

Scoring Criteria for the Strategic Marketing Campaign Award.

The Committee have taken on board feedback in relation to the scoring criteria for the Strategic Marketing Campaign Award. Therefore, the updated criteria for this Award is as follows:

Planning/strategy - 15 points

Creativity - 10 points

Implementation - 10 points

Expenditure & results - 15 points

The word count allocation for this category has also been updated and is outlined in the Awards Entry Guide.


Purple Apple Merit – 37-40 points

This award provides recognition of high quality marketing performance that clearly exceeds expectations. 

Purple Apple Award – 41 or more points

This award is the ultimate achievement, scoring exceptionally well against all judging criteria and demonstrating new industry standards of creativity, delivery and performance within shopping centre marketing.

Golden Apple

Awarded to the entry that scores the highest number of points across all categories.


Creative Partnership Award.

This award provides recognition to those individuals or companies that have developed partnerships between two or more parties working on a restricted budget – for example BIDs, PR agencies or multiple agencies. This will be presented as an award rather than its own category. The judges will consider the value of the relationship, effective collaboration and return on investment, evidenced through the entry.

To enter this award, you will need to provide details of the partnership in under 100 words, and select the tick box on the entry platform to confirm it was a creative partnership between a centre and at least one other party.

Entries are judged on their own merit.

In this respect, there could be many winners or none depending on the standard of excellence.

In order for our judges to quickly and easily understand the scale of your activity and resource available to you, we’ll ask for more information on the type of retail destination you’re submitting an entry for. 

Based on the classification system below, let our judges know where your destination fits! It could have all or the majority of the below attributes.


  • Convenience/needs based
  • A lower customer spend
  • Frequent customers/visits
  • 2 hours or less dwell time
  • Retail mix tailored to the local community/catchment
  • Likely to be under 500,000 sq. ft.


  • The focus of retail in a town or city
  • The dominant asset in a top 50 town
  • At least 1 anchor store
  • Weekly or monthly customer visits
  • 2-4 hours dwell time
  • Some food, beverage and leisure offering
  • Likely to be 500,000 – 1 million sq. ft


  • Stand alone
  • A quality restaurant and leisure offering
  • At least 2 anchor stores
  • Monthly or quarterly customer visits
  • 4 hours+ dwell time
  • Wide catchment
  • Likely to be 1 million sq. ft+

Retail and Leisure Place.

  • Uncovered
  • Out of town
  • Stand alone
  • Big box units
  • May be specialised such as Outlet Mall or Transport Hub
  • Could be almost exclusively a leisure/entertainment destination
  • Often complemented with a F&B offer

Let the judges know about your annual marketing budget too so they can quickly understand the scale of the activity and available resources etc.

The budget categories are: 

  • Under £50,000
  • £50,000 - £100,000
  • £100,001 - £250,000
  • £250,001 - £500,000
  • £500,001 - £750,000
  • £750,001 - £1m
  • £1,000,001 - £2m
  • £2,000,001 - £3m
  • £3m+