Campaign Media Awards 2009: Best Retail and Home Shopping Campaign

Title: Grazia Westfield
Media owner: Bauer Media
Media agency: Arena BLM
Creative solutions director: Lucy Wheeler
Managing director: David Davies
Creative director: n/s
Account director: n/s
Account planner: n/s
Client: Westfield
Brand/product: n/s
Group marketing manager: Victoria Walker
Event manager: Helen Scott

London's newest shopping centre, the Shepherd's Bush-based Westfield, approached Grazia magazine about creating a partnership between Westfield retailers, Grazia journalists and opinion formers and consumers who read the weekly fashion glossy. In a strategy that achieved significant coverage for Westfield, the Grazia editorial team relocated to the centre for a week, creating a special Grazia Live! edition of the magazine. Judges awarded gold to this campaign for its wholehearted commitment in moving 46 staff members, with phones, computers and a photographic studio, and the way it captured the imagination of the public. Westfield and its retailers were also thrilled with reaction, saying customers had loved the campaign.