With students from across Lancashire gearing up for their prom, the biggest night of the school year, ICG’s client The Mall Blackburn, wanted to launch a competition to give one lucky winner and their best friend the ultimate prom experience.
ICG worked closely with leading regional newspaper, The Lancashire Telegraph, and together created a fabulous two-week competition which featured on the title’s hugely popular ‘woman’ page, which boasts a daily readership of almost 19,000 and on Lancashiretelegraph.co.uk and its social media channels.
Keen to promote Debenhams’ personal shopping experience in The Mall Blackburn, ICG worked with the store’s personal shopper and set up a ‘Prom 2015’ trends insight piece, along with top tips on how to buy THE dream dress.
The Mall Blackburn’s regular ‘Style Watch’ column also featured accessory fashion advice from the shopping centre, and this, combined with the other elements of the competition, contributed to almost a full page of coverage and a front-page lead.
Along with a fantastic prize comprising of clothes, accessories, makeovers and hairstyles kindly donated by retailers in The Mall Blackburn, ICG contacted Bowker BMW in Blackburn who generously provided a chauffeur-driven BMW 6 Series to transport the winner and her best friend in style.
To enter this fabulous competition simply nominate your best friend and complete the following in 50 words or fewer: “She’s my best friend because…”
Email your entry along with your name, age and school to Blackburn.marketing@themall.co.uk before 5pm on Friday 1st May 2015. Good luck!
