Multi-Award-Winning Marketing Campaign

We created Heart of Norwich, a year-round programme of free community activations that turned Castle Quarter into Norwich’s living room.

 

The model was simple but radical. Local charities, emergency services and community groups were invited into the centre – but not to rattle buckets or man a leaflet table. Each partner had to bring their cause to life through an interactive experience. Castle Quarter provided the space, the marketing support and the audience. Our partners provided the magic. This wasn’t charity – it was collaboration.

 

During Emergency Services Summer, Norfolk Police, Fire & Rescue, the RNLI and Norfolk Accident Rescue Service transformed Tuesday afternoons into family adventures, driving a 16% increase in footfall.

 

In May, Bloom Together gave 12 local organisations a platform to share their stories and connect with the wider community. Participants ranged from the East Anglian Air Ambulance and RNLI to Norfolk Wildlife Trust and Sue Lambert Trust. Each activation drew an average of 150 people and generated thousands of pounds’ worth of press coverage.

 

Then came the animals. When Suffolk Unicorn Alpaca Walks brought their rescued alpacas to Castle Quarter Gardens, families queued for selfies, children learnt about animal rescue and footfall rose by 5%, with plenty of authentic user-generated content to boot. The Miniature Wellbeing Donkeys followed, creating a calm, joyful atmosphere and opening up conversations about mental health.

 

Norwich Castle Museum delivered three free events in the centre, driving footfall and increasing dwell time. The most recent, a medieval day where visitors handled real artefacts and tried on armour, delivered an 8.7% uplift in footfall week on week and 5.9% year on year.

 

Live performances added more community spirit. Norwich Rock Choir has performed in the centre three times already this year, and at Christmas Big C Cancer Charity brought together four local choirs to sing carols beside the Christmas tree, raising over £320 for the charity.

 

Every element was delivered at zero cost. Volunteers stepped up as photographers, participants became social media ambassadors and local media covered the stories, generating more than £17,000 of organic press coverage.

 

By putting community partners at the heart of our marketing, we showed that the most powerful currency isn’t money – it’s genuine care for the people around you, and the Sceptre judges agreed. Castle Quarter became more than a place to shop. It became Norwich’s living room, where families gather, causes flourish and community spirit thrives, and now the home of the UK’s best community initiative.

 

The Recognition:

Heart of Norwich was crowned Community Initiative of the Year at the Sceptre Awards in September 2026, the UK’s most prestigious awards for shopping centre destinations.  The community initiative first won the title for the East, before going on to be named overall national champion in the same category. 

 

At the CSR Awards in June 2026, hosted by The Green Organisation at St Paul’s Cathedral, the initiative was awarded a Silver International CSR Excellence Award.