JANUARY - DECEMBER 2026
strategy for 2026
THE BROADWAY BRADFORD
The Broadway Bradford’s 2026 Marketing Strategy positions the centre as the heart of the city - driving footfall, dwell time and loyalty through dynamic campaigns, events and digital engagement. Focusing on community and experience, it strengthens partnerships with local groups and supports tenant success through collaborative marketing.
A vibrant digital presence, data-driven communications and an engaging event calendar will enhance awareness and repeat visits. Combining social media, PR, design and experiential activity, the strategy delivers measurable growth and reinforces The Broadway as Bradford’s destination of choice - where shopping, culture and community come together.
key objectives
DRIVE FOOTFALL AND DWELL TIME
Deliver a structured, year-round campaign and events calendar that attracts repeat visits, lengthens dwell time, and boosts retail and leisure sales.
DEEPEN COMMUNITY LOYALTY
Strengthen emotional connections by amplifying partnerships with local schools, charities, and community groups to make The Broadway synonymous with Bradford pride and community spirit.
ENHANCE THE CENTRE EXPERIENCE
Continually develop on-site experiences to engage the existing catchment, ensuring every visit is positive, memorable, and convenient.
ELEVATE DIGITAL PRESENCE AND ENGAGEMENT
Increase real-time relevance and digital visibility through dynamic social media content, responsive website updates, and engaging email communications.
SUPPORT TENANT SUCCESS
Strengthen tenant collaboration with co-branded promotions, marketing toolkits, and data-driven insights that enhance visibility and sales performance.
strategic pillars
DELIVER A YEAR-ROUND CAMPAIGN AND EVENTS PROGRAMME COMBINING COMMERCIAL PEAKS WITH UNIQUE EXPERIENTIAL ACTIVATIONS
LAUNCH A “BE BROADWAY” CAMPAIGN, HIGHLIGHTING CENTRE STAFF FEEDBACK, TRAINING, STORIES AND WIDER CHARITY EFFORTS
REFRESH SOCIAL STRATEGY TO FOCUS ON REALTIME ENGAGEMENT INCLUDING LIVE EVENT COVERAGE AND “BEHIND-THE-SCENES” CONTENT
RUN DATA-DRIVEN CAMPAIGNS FOCUSING ON KEY AUDIENCE SEGMENTS (FAMILIES, VALUE SHOPPERS, LEISURE VISITORS)
award strategy
2026 VISION
2025/26 AWARDS
Prolific North
Northern Digital
Yorkshire Choice
The Pineapples
Corporate Engagement Awards
Property Week
Green Apple Awards
Sceptre Awards
Revo Awards
CSR Awards
People in Retail
MOVING FORWARDS
In 2026, we want to introduce more awards for the staff behind the scenes as well as continue to push awards for marketing activities, community projects and sustainability.
Specifically we want to highlight the work behind Bradford Retail, Leisure and Hospitality Awards hosted by the centre, positive staff feedback, training and stories, and the wider charity efforts that the team undertake.
award strategy
AWARD-WINNING MARKETING STRATEGIES
OBJECTIVES
ENHANCE REPUTATION & CREDIBILITY
Position The Broadway as one of the UK’s leading shopping and leisure destinations.
Demonstrate excellence in retail management, customer experience, community engagement, and sustainability.
DRIVE TENANT ATTRACTION & RETENTION
Use award recognition to market the centre to existing and prospective retailers as a thriving, well-managed location.
BOOST FOOTFALL & COMMUNITY ENGAGEMENT
Increase local awareness and pride through awards highlighting The Broadway’s contribution to Bradford’s economy and culture.
STRENGTHEN STAKEHOLDER CONFIDENCE
Showcase success to investors, landlords, and local authorities, reinforcing the value and impact of ongoing investment.
MEASUREMENT OF SUCCESS
6–8 Awards Entered in 2026
60%+ Shortlist Rate
2–3 Wins / Commendations in 2026
PR Reach (local + trade press)
Footfall Increase Following Award PR
Tenant Satisfaction / Perception Uplift
FOCUSED CATEGORIES
Retail & Property Awards
Community & CSR Awards
Customer Experience & Marketing
Sustainability & Environment
pr & comms
THE BROADWAY
Our PR and Communications Strategy for The Broadway Bradford is built on authenticity, consistency, and vibrancy - ensuring that every story told reflects the centre’s values and purpose. Through carefully crafted messaging, media engagement and storytelling, The Broadway will continue to position itself as the beating heart of Bradford and a destination that celebrates its people, retailers, and community spirit.
From high-impact press releases and collaborations to thoughtprovoking leadership and community features, this strategy ensures that every campaign, event and initiative contributes to a cohesive brand narrative - one that drives footfall, enhances reputation and deepens emotional connection with the city.
PR OBJECTIVES
Enhance Brand Reputation: Position The Broadway as a positive, people-first destination recognised for its leadership, inclusivity, and community engagement.
Drive Footfall and Awareness: Generate consistent regional and trade media coverage that promotes campaigns, events, and seasonal activations.
Celebrate Community and Partnership: Spotlight local collaborations, charitable initiatives, and retailer success stories to reinforce The Broadway’s local impact.
Strengthen Brand Consistency: Ensure all communications — across PR, social, and digital — align with The Broadway’s tone of voice and core values.
Build Media Relationships: Maintain and expand strong connections with key local, regional, and national press to maximise coverage opportunities.
Support Award Submissions and Recognition: Use PR storytelling to demonstrate excellence in customer service, community impact, and retail innovation.
Showcase Authentic Voices: Feature real people — staff, shoppers, and partners — in storytelling to build trust and relatability.
CRISIS MANAGEMENT
Over the next 12 months we will refresh our logbook of response statements and action plans for each potential crisis, allowing us to rapidly respond to any crisis that arises and seize upon the ‘golden hour’. Because we understand a crisis can happen at any time, our team are contactable 24/7.
design & creative
For the 2026 concept, the artwork has been completely refreshed to keep existing shoppers engaged while attracting new ones. The brand retains its iconic typography and signature black-and-white imagery but presents them in a bold, modern way. A key design element from the 2025 concept—the signature pattern—has been incorporated to create a seamless transition between the years.
With its striking, minimalistic style, this concept commands attention. The use of full black-and-white imagery adds depth and enhances shopper engagement, while the bold yet simple colour palette, consistent with previous designs, ensures strong brand recognition. Including social icons encourages shoppers to connect online and informs those unfamiliar with The Broadway’s digital presence.
Marking a significant milestone, the brand also introduces a special ‘Choose The Broadway’ icon, highlighting the centre’s 10th anniversary and the year it first opened.
For each post we will use the ‘CHOOSE THE BROADWAY’ stamp
activations & events
JANUARY - FEBRUARY
new charity challenge week
Broadway Challenge Week is a large-scale, centre-wide fundraising event designed to raise significant funds and awareness for The Broadway’s Charity of the Year, while bringing the entire centre community together through fun, engaging activities.
For one day shoppers can take part in a series of fun games and activations that will be installed on the mall. These will tie into the chosen charity.
Throughout the week, retailers and centre staff will take part in a series of lighthearted daily challenges - from bake sales and mini marathons to themed dressup days and creative competitions. Shoppers will be invited to join in the fun by donating, voting for their favourite challenges, and tracking progress through a live, interactive fundraising total displayed on The Broadway’s digital screens.
Donation stations placed throughout the centre will make giving easy and visible, while daily social media updates and videos will showcase the best moments, laughter and teamwork behind the event. This campaign not only raises funds for a worthy cause but also reinforces The Broadway’s reputation as a lively, community-focused destination that brings people together for good.
gallery of love
The Gallery of Love is a heartwarming, interactive installation designed to celebrate joy, creativity, and human connection within The Broadway Bradford. The campaign will invite local schools and community groups to take part in a simple but meaningful creative project , asking children to illustrate what “love” means to them. These artworks will then be displayed throughout the centre as part of a visually engaging, emotion-led installation that brightens the space and celebrates community spirit.
The display will act as both a feel-good visual feature and a community engagement project, showcasing the imagination and positivity of Bradford’s young people. Visitors will be encouraged to explore the installation, take photos, and share their favourite pieces online, helping to spread the message of love, inclusion, and connection across both the physical and digital space.
HEART TRAIL
The Broadway will invite families to celebrate love, friendship, and community with a free Valentine’s QR Code Heart Hunt - an interactive experience designed to add colour, fun, and exploration throughout the centre.
Families can begin their adventure by scanning the first QR code at The Hub to receive their digital trail map. From there, they’ll follow the heart-themed QR codes located around the centre, each one revealing a hidden letter. Once all letters are collected and the Valentine’s-themed word is revealed, families can return to The Hub to claim a chocolate treat as a reward for completing the trail.
Participants can also enter a prize draw to win a special Valentine’s hamper filled with gifts and treats from Broadway retailers, perfect for sharing with someone they love.
This activation encourages visitors to explore the full breadth of The Broadway while offering a fun, techenabled experience that appeals to families.The Broadway Valentine’s Heart Hunt will create a memorable celebration that positions The Broadway as the warm, welcoming heart of Bradford this February.
eid installation
Eid at The Broadway is a vibrant, community-led celebration designed to honour one of Bradford’s most important cultural events and strengthen relationships with local Muslim communities.
Alongside the centre’s Eid Celebrations we will install a giant lettered photo op spelling out “EID MUBARAK”. The letters will be beautifully designed with an Eid-theme installation - complete with centre branding - providing a stunning photo backdrop and encouraging social sharing.
Throughout the installation, The Broadway will shine a spotlight on UGC and re-share selfies we are tagged in. The installation will welcome all visitors to experience the joy, colours and traditions of Eid while reinforcing The Broadway’s role as an inclusive, culturally connected destination.
Engaging visuals, community partnerships and authentic storytelling will make Eid at The Broadway both a powerful local celebration and a standout moment in the centre’s annual calendar.
mother’s day selfie garden
The Spring Garden Selfie Experience transforms The Broadway into a beautiful, immersive spring-inspired photo zone.
Featuring lush floral backdrops, elegant seating and subtle centre branding, the space is designed to be visually striking and highly shareable on social media. Visitors can step into the installation to take photos, creating memorable moments and boosting organic social content for The Broadway.
To enhance engagement, the campaign will include mini giveaways such as personalised photo prints or single flower stems, adding a thoughtful, tactile element to the experience. The installation will also encourage footfall and dwell time, providing shoppers with a reason to explore the centre and enjoy a seasonal, uplifting experience.
By blending aesthetics, interactivity and shareable content, the Spring Garden Selfie Experience positions The Broadway as a vibrant, trend-forward destination that celebrates the season and delights visitors.
Mother’s Day Single Flower Stems Workshop
A heart-warming drop-in activity where families can choose a beautiful stem and add their own personal touch. From delicate ribbons to handwritten tags, children can create a charming, hand-tied flower to gift to someone special. A simple, thoughtful keepsake that makes Mother’s Day truly meaningful.
creative adult workshop series
The Broadway Creative Workshops will be a trial event series designed to bring people together and tackle loneliness through creativity, community and purpose.
For three months in 2026, The Broadway will host an engaging, hands-on workshop - such as candle-making, pottery painting or art sessions - led by talented local artisans. Participants will book their places online, with all proceeds donated to The Broadway’s Charity of the Year, creating a meaningful connection between creativity and giving back.
Retailers will have the opportunity to get involved by sponsoring materials, providing refreshments or offering discounts, helping to showcase their products and services in an authentic, community-centred way.
The workshops will be promoted across social media, digital screens and incentre signage, positioning The Broadway as a creative and inclusive hub that supports local talent, encourages repeat visits and strengthens its charitable impact throughout the year.
a place of belonging for interfaith week
A Place for Belonging campaign is a community-focused activation designed to celebrate unity, understanding and cultural diversity at The Broadway.
Representatives from different faiths and local charities will host cultural displays, food stalls and short performances, giving visitors a chance to experience the richness of Bradford’s diverse communities. A central feature, the “Hope Tree” installation, will invite shoppers to hang messages of peace, friendship and goodwill, creating a visually striking and emotionally resonant focal point.
This inclusive event fosters dialogue, learning, and connection, positioning The Broadway as a welcoming space for all. It also provides opportunities for social content, PR coverage, and community engagement, demonstrating the centre’s commitment to diversity, inclusion and positive local impact.
space explorers planetarium experience
The Broadway will welcome an interactive Planetarium Experience that brings the wonders of space to The Broadway through a pop-up planetarium dome.
Children and families can enjoy short, immersive star shows throughout the day, while hands-on “Space Explorer” craft workshops allow them to create themed projects and dress up as astronauts. The campaign can be timed to coincide with local school holidays, making it a fun and educational destination for families.
Partnerships with local institutions such as the Science and Media Museum will add credibility, expert knowledge and interactive content, enhancing the learning experience. The installation also offers excellent opportunities for photos, social media content and live storytelling, making it both an educational and shareable experience that strengthens The Broadway’s role as a community-focused, family-friendly destination.
the broadwaysummer fun fair
Step Right Up to the Summer of Fun!
The Broadway’s Summer Fun Fair brings the excitement of a colourful, nostalgic fairground straight into the centre for six weeks of summer joy.
The space will be transformed with a brightly decorated static carousel inspired centerpiece, cheerful music and playful décor, creating a vibrant, multi-sensory environment where families can explore, play and enjoy hands-on activities.
Each week will feature a different themed workshop, from DIY candyfloss art and mini carousel crafts to fairground-inspired face painting, giving visitors a reason to return again and again. Local traders and retailers will join in the fun, offering free treats, popups and special prizes, making every visit feel like a celebration.
The campaign blends nostalgia with modern interactive experiences, encouraging laughter, creativity and social sharing while reinforcing The Broadway as a fun, familyfriendly summer destination full of surprises and memorable moments.
the broadwaysummer fun fair
WEEK 1 – CANDYFLOSS CREATIONS
Visitors can make their own colourful candyfloss creations using safe, supervised machines. Fun edible designs for kids and adults alike.
WEEK 2 – MINI CAROUSEL CRAFTS
Build and decorate mini carousel models using paper, cardboard, and craft supplies. Kids can take their creations home as a souvenir.
WEEK 3 – FAIRGROUND FACE PAINTING
Face painting with fairground-themed designs — clowns, animals, and fun patterns.
WEEK 4 – POPCORN & PINWHEELS
DIY Pinwheel Craft and Popcorn Snack Bar. Kids make spinning pinwheels while enjoying popcorn treats from local traders. Plus free popcorn tasting stations to attract footfall.
WEEK 5 – BALLOON ANIMAL WORKSHOP
Learn to make fun balloon animals with an interactive instructor with a mini balloon parade for children to show off their creations.
WEEK 6 – FAIRGROUND FINALE CHALLENGE
Family Mini-Games Competition with fun carnival-style games such as ring toss, hook-a-duck, and beanbag toss, with small prizes for participation.
the style gardensustainable fashion
The Style Garden is a lush, immersive fashion hub that champions sustainability, individuality and conscious shopping. Designed as a tranquil, visually striking space, it will feature greenery, creative décor and laid-back music to create a welcoming, inspiring environment.
Visitors will be able to attended one-to-one styling sessions with local stylists and sustainability influencers, focusing on practical skills such as “make do and mend,” creating capsule wardrobes and styling second-hand pieces.
A Swap Shop area will allow shoppers to exchange high-quality pre-loved items, while pop-up dress rental companies offer curated garments for hire, giving shoppers new ways to enjoy fashion without buying new.
The campaign will also include a Repair & Personalise zone, where guests can embroider, patch or customise existing clothing. Retailers and local brands will be invited to contribute eco-friendly goody bags, samples and vouchers, enhancing the experience and creating commercial opportunities.
Professional photography and video will capture before-and-after styling transformations, Swap Shop highlights and repair workshops, while influencer-led coverage will extend reach and engagement. Seasonal marketing and in-centre signage will highlight the campaign’s message against throwaway fashion, inspiring shoppers to rethink their wardrobe habits.
social & digital media
social media
STRATEGY & MANAGEMENT
Social media is the most effective tool for promoting The Broadway to its catchment and target market in Bradford and the surrounding areas, with the ultimate goal of broadening our reach to engage a wider audience.
Our approach focuses on creating a vibrant, authentic, and community-led online presence that mirrors the energy and inclusivity of the centre itself.
By leveraging the social platforms, we can create a dynamic online presence that reflects the vibrant atmosphere of The Broadway.
CHANNELS COVERED
kpi’s
Follower Growth: +10% increase in total followers across all platforms (Instagram, Facebook, X, LinkedIn) year-on-year.
Engagement Rate: Maintain an average engagement rate of 3–5% per post across primary social channels.
Video Performance: Achieve an average reach of 1,000+ views per video on Instagram Reels.
Content Output: Minimum of 4–5 posts per week, including 1–2 video or Reel posts.
Community Interaction: Respond to 95% of DMs, comments and mentions within 24 hours to strengthen customer relationships. All mystery shoppers must be responded to within 3 hours.
Event Conversion: Drive measurable footfall increases linked to promoted events or campaigns (tracked via QR codes, surveys, or retailer feedback).
User-Generated Content: Repost or share at least 2 pieces of UGC per month, encouraging audience participation and authenticity.
Trend-Driven Content: Deliver at least two trend-led posts or Reels per month, aligned with current social media trends, achieving engagement rates at least 10% above the account average.
trending social media calendar
The social media strategy will align with both key seasonal moments and emerging online trends to ensure The Broadway’s content remains timely, engaging and relevant throughout the year.
We will spotlight major calendar dates such as Christmas, school holidays, half terms and the summer season, creating content that reflects the centre’s vibrant atmosphere and encourages in-person visits.
To drive growth and engagement, we will deliver interactive online competitions featuring clear calls to action to encourage followers to engage with our channels and sign up to The Broadway’s database.
A selection of campaign examples and content themes is illustrated in the adjacent diagram.
OBJECTIVES
Expand The Broadway’s social media reach and grow a loyal, engaged online community. Increase audience engagement through creative, interactive and relatable content.
Showcase retailer offers, events and community initiatives to drive awareness and footfall.
Position The Broadway as a vibrant, forward-thinking and socially relevant brand.
Align PR, digital and social activity under a cohesive, purpose-driven storytelling approach.
JANUARY - DECEMBER
broadway creators collective
The Broadway Creators Collective is a new influencer and creator partnership program designed to grow Broadway Shopping Centre’s digital presence through authentic, engaging content.
The initiative aims to celebrate creativity, community, and collaboration by empowering emerging local creators to develop their personal brands while championing Broadway’s fashion, food, and lifestyle offering.
OBJECTIVES
Enhance brand visibility for Broadway Shopping Centre and its retail partners through high-quality, authentic creator content.
Build a recognisable visual identity on social media through fresh, community-led video storytelling.
Strengthen local relationships by nurturing a network of creative talent with ongoing learning and growth opportunities.
Establish long-term influencer partnerships, supporting creators as they grow their audiences and evolve their personal brands.
Encourage authentic user-generated content (UGC) to drive stronger engagement and brand trust.
broadway creators collective
HOW IT WORKS
The Broadway Creators Collective is designed as a tiered, development-focused program that supports creators at different stages of their journey:
1. Broadway Creators
The entry stage of the program — open to individuals passionate about fashion, food, or lifestyle content.
No payment is offered, but creators may receive complimentary food, experiences, or products from Broadway retailers as part of their content briefs.
Creators produce at least 4x short-form videos (Reels/TikToks) during their time in the program, responding to briefs from Broadway or proposing their own ideas.
Content will highlight Broadway’s stores, events, and lifestyle moments in an authentic, personal way.
2. Broadway Ambassadors
At the end of each year, one standout Creator will be elevated to become a Broadway Ambassador for the following 12 months. Ambassadors are paid collaborators, representing Broadway in seasonal campaigns and key activations.
This annual milestone provides a clear incentive, helping creators develop their skills and portfolios while celebrating their growth within the program.
“the answer is yes” campaign
“The Answer is YES” is a dedicated storytelling campaign designed to showcase Broadway Shopping Centre’s outstanding customer service ethos and the people who bring it to life every day.
Through authentic digital content and in-centre visibility, the campaign will celebrate the staff who consistently go above and beyond for customers — sharing real stories, testimonials and team achievements that reflect Broadway’s commitment to positivity, service and community spirit.
By highlighting the human side of the Broadway experience, the campaign strengthens the emotional bond between shoppers and the centre, reinforces Broadway’s reputation as a caring, people-first destination, and supports future award submissions by providing compelling, real-world examples of service excellence.
Key campaign elements include:
• A social media storytelling series sharing real customer and staff stories of “The Answer is YES” in action.
• Celebration of staff achievements and training milestones, reinforcing Broadway’s culture of growth and teamwork.
• Integration of shopper testimonials and positive feedback, adding authenticity and credibility to the message.
enhanced linkedin campaign
The Broadway Enhanced LinkedIn Campaign is a strategic move designed to elevate The Broadway’s professional presence and reputation on LinkedIn throughout 2026.
Through a consistent and purposeful posting strategy, the campaign will highlight The Broadway’s leadership, community impact and commitment to ESG excellencereinforcing its position as a forward-thinking retail destination that puts people, partnerships and purpose at its heart.
Content will showcase key pillars such as:
• Community and ESG Impact – Stories of local partnerships, sustainability efforts and initiatives that make a tangible difference.
• Retailer and Partner Highlights – Celebrating successful collaborations, award nominations and the achievements of Broadway’s retail community.
• People and Culture – Featuring staff milestones, success stories and behind-the-scenes glimpses that reflect The Broadway’s values-driven culture.
By establishing a steady stream of polished, purposeful posts, the campaign will help position The Broadway as an industry leader, attracting positive attention from peers, stakeholders, and prospective partners.
broadway gives back
The Broadway Gives Back campaign is a year-round digital storytelling initiative designed to celebrate and amplify The Broadway Shopping Centre’s charitable work and community partnerships.
Through engaging online content and transparent reporting, the campaign will highlight the centre’s ongoing commitment to making a difference - showcasing the collective impact of fundraising, volunteering and local support across the year.
At the heart of the campaign will be a dedicated “Broadway Gives Back” hub on the centre’s website, featuring a live, running total of:
• Funds raised for charitable causes
• Volunteer hours contributed by staff and partners
• Local organisations and initiatives supported
Regular updates, photos and short behind-the-scenes videos will be shared across social media, celebrating both small and large moments of giving. These stories will not only engage shoppers but also inspire participation, strengthen community ties and position
The Broadway as a trusted, values-driven destination that genuinely cares about its city and people.
chosen charity 2026
Working with the local community, The Broadway will once again help support a charity for 2026. This year the charity will be selected by shoppers online. To begin the selection process we will to nominate our top three charities. We will then open a vote on social media where shoppers can vote for the charity they would like to see supported by the centre for the coming year.
Support for the charity will continue throughout 2026 and will include:
Regular meetings with the centre and marketing teams.
Free commercialisation pitches to promote the charity.
Social media coverage across the centre’s social media channels.
All donations made towards the Charity of the Year.
The Broadway team will also donate any funds from their own fundraising initiatives to the charity of the year including the annual Soapbox race.
Working with a charity throughout the year will give shoppers consistency and highlight the support the centre gives to good causes. With the charity being selected by the community Broadway allows their shoppers to have a voice, in turn this generates positive PR and highlights the centre’s CSR values.
are you the 10k follower?
To drive the Instagram account to its next major milestone of 10,000 followers we will run a huge giveaway, creating a spike in engagement post Christmas.
This social media competition will be exclusively for Instagram to help strategically boost following and engagement. We will monitor the followers and the ten thousandth follower will receive a huge bundle of gifts worth over £500.
Entries will only count if users follow @BroadwayBradford on Instagram, with additional entries gained through friend tags to maximise reach and engagement.
The prize bundle worth over £500 will include:
£300 Broadway shopping voucher
£50 dining voucher from Zizzi’s or another food tenant
Family cinema tickets for The Light
Free drinks from Cupp or Kin
Additional prizes donated by retailers
broadway x bradford bulls
The Broadway x Bradford Bulls campaign is a dynamic partnership designed to celebrate local pride, community connection and family fun. By teaming up with one of Bradford’s most iconic sports teams, The Broadway will host an engaging in-centre event that brings the excitement of rugby league to shoppers and fans alike.
The event could include:
• Player meet-and-greet sessions and autograph signings, giving fans a chance to connect with their sporting heroes.
• A family-friendly mini sports challenge zone, encouraging children to get active and learn basic rugby skills in a safe, fun environment.
• A joint social media giveaway offering match tickets or exclusive Bulls merchandise to boost reach and engagement across both brands’ audiences.
This collaboration not only drives footfall and social buzz but also strengthens The Broadway’s connection to the local community - celebrating Bradford’s sporting culture and fostering partnerships that champion local pride.
retail, leisure & hospitality awards
The Behind the Scenes look at the Retail, Leisure and Hospitality Awards is a storytelling campaign designed to highlight the hard work, creativity and collaboration that go into preparing for the Bradford industry awards.
Rather than focusing solely on the final results, this campaign celebrates the people and processes that make The Broadway a standout destination for the Bradford Retail, Leisure and Hospitality Awards - from planning and set-up to the big night and the de-rig that follows.
Through a series of authentic, documentary-style short videos and photo stories, audiences will see the dedication, attention to detail and community spirit that define The Broadway team.
The campaign will unfold across social media, internal channels and LinkedIn, creating a transparent and inspiring narrative that shows the impressive scale of the operation.
The content will lead up to Awards Night, building anticipation and engagement, before closing with a feel-good wrap-up celebrating the team’s commitment to hosting the awards.
the broadwaybucket list
We will run a one-off social competition inviting followers to share one thing they’ve always wanted to do at The Broadway, from a full beauty makeover to a family day out or a dinner-and-cinema treat.
One winner’s dream day will be brought to life in collaboration with our retailers and restaurants, creating a bespoke Broadway experience. The day will be filmed and photographed to capture genuine reactions and produce feel-good social content that showcases real customer stories and highlights everything the centre offers.
2026 at a glance
FEBRUARY New Charity Challenge Week
YEAR-LONG Broadway Creators Collective
YEAR-LONG The “Answer is Yes” Highlights
YEAR-LONG Enchanced LinkedIn Campaign
YEAR-LONG The Broadway Gives Back
JANUARY Charity of the Year 2026
JANUARY Are You The 10K Follower?
FEBRUARY - SEPTEMBER Broadway X Bradford Bulls
MARCH - NOVEMBER Retail, Leisure & Hospitality Awards Highlights
SEPTEMBER The Broadway Bucket List
FEBRUARY Gallery of Love
MARCH Mother’s Day Installation
MARCH Eid Installation
APRIL Adult Workshop for Charity
MAY LED Mirror Garden
MAY A Place of Belonging
MAY Space Explorers Planetarium
JULY - AUGUST Summer Fun Fair
SEPTEMBER Adult Workshop for Charity
OCTOBER The Style Garden Sustainable Fashion
NOVEMBER Adult Workshop for Charity
DECEMBER Breakfast with Santa
additional budget
breakfast with santa
Once again Breakfast with Santa at The Broadway will be a magical festive experience spread across four dates in the lead-up to Christmas, offering three intimate sessions per day. Each session will host up to 50 children, ensuring a warm, personal atmosphere where every family can enjoy quality time with Santa. The event will feature a wholesome breakfast menu with allergy-conscious options, making it inclusive and enjoyable for all attendees.
Santa will personally meet and greet each child, creating special one-on-one moments that families will cherish. Every child will also receive a thoughtful, ageappropriate gift, adding to the magic of the morning. Dedicated event staff will oversee each session to ensure a smooth and engaging experience continuing a joyful and memorable Christmas tradition at The Broadway.
A returning favourite, this family event could run similarly to last year but with enhanced décor, themed table settings and optional photo opportunities.
award entries
The Award Entries Budget for The Broadway Bradford will support a proactive, structured approach to identifying, writing, and submitting award nominations that celebrate the centre’s success across multiple areas — from marketing and community engagement to operational excellence and staff development. Awards are a powerful tool for enhancing reputation, team morale, and stakeholder confidence, providing tangible recognition for the dedication and innovation that drive The Broadway’s success.
Our team will manage the entire process — researching relevant awards, gathering evidence and testimonials, and crafting compelling, professionally written entries that showcase The Broadway’s impact and leadership. This includes liaising with internal teams and retailers to consolidate supporting materials such as photography, data, case studies, and staff feedback. For shortlisted entries, the budget will also cover the cost of event tickets to ensure centre representation at ceremonies, enabling The Broadway team to network and celebrate their achievements in person.
BUDGET SUMMARY
The Award Entries Budget covers:
Research, writing, and submission management for all 2026 award entries.
Design and formatting of supporting documents and evidence packs.
Coordination with internal teams to source data, imagery, and feedback.
Centre team ticket costs for shortlisted award ceremonies.
JANUARY - DECEMBER
landlord pr
In addition to ongoing event-related PR activity included within the retainer, The Broadway Bradford will benefit from dedicated PR support for landlord and operational communications — ensuring all updates are delivered with professionalism, accuracy, and brand consistency. These press releases play a vital role in maintaining clear and positive communication with the public, stakeholders, and local media, particularly around new store openings, centre developments, operational changes, and car park updates.
Our team will manage every stage of the process — from drafting and approvals to distribution and media follow-up — ensuring that each announcement is well-positioned for maximum visibility and reputation impact. All non-event PR activity will be fully coordinated to align with The Broadway’s overarching brand narrative and communication objectives, ensuring consistency across all public-facing messaging.
To maintain transparency and demonstrate value, purchase orders (POs) for these additional releases will be documented in monthly reports, alongside details of press coverage achieved, media reach, and ROI metrics such as engagement or estimated readership.
COSTING STRUCTURE
Landlord Statements (Short-form): £250 per statement
Full Press Releases: £500 per release
All pricing includes writing, editing, media distribution, and performance tracking.
wish list
seeds of hope sustainability event
The Seeds of Hope campaign is an engaging, eco-focused activation designed to kick off the new year while promoting sustainability and environmental awareness.
The centre will feature a playful “recycling machine” installation - a giant washing machinestyle unit where shoppers can feed recyclable items in exchange for tickets redeemable for Bradford City Gift Cards. Complementing this interactive element, the campaign will include planting workshops, seed giveaways and pledges for sustainable living, encouraging visitors to adopt greener habits in a fun, hands-on way.
By combining entertainment, education and community engagement, Seeds of Hope positions The Broadway as a forward-thinking, environmentally conscious destination. The activation provides opportunities for social content creation, family-friendly interaction and meaningful dialogue about sustainability, while reinforcing the centre’s commitment to positive local impact.
LED mirror wall
The Mirror Wall will transform an empty unit in The Broadway into an immersive indoor installation celebrating body positivity, self-love and wellbeing for Mental Health Awareness month.
Featuring mirrors of varying shapes and sizes, each display will showcase affirmations such as “You are enough” and “Love your reflection,” encouraging visitors to engage with the space in a positive, reflective way.
The campaign will also align with mental health awareness and sensory inclusion initiatives, providing a supportive and accessible experience for all visitors. The visually striking and interactive nature of the installation encourages photography and social media sharing, while reinforcing The Broadway’s commitment to community wellbeing, positivity and emotional engagement.
the broadway art gallery
TThe Broadway Art Gallery will transform part of the centre into a vibrant, curated exhibition space through a special collaboration with the Bradford College Art Department. The showcase will feature end-of-year work from the college’s art and design students, celebrating emerging local talent and providing a high-profile platform for the next generation of Bradford’s creatives.
The gallery will be a visually inspiring, community-focused experience that connects education, culture, and retail. Alongside the exhibition, we will feature an exclusive opening night celebration for the students involved with a drinks reception, DJ and the chance to network with local artists, galleries and stakeholders. Giving students the opportunity to engage directly with the local artists and important connections.
This initiative highlights The Broadway’s commitment to supporting local education and creativity, while enhancing the in-centre experience with meaningful cultural engagement.
light a lamp for kindness
The Diwali Light a Lamp for Kindness event brings the spirit of Diwali to the centre with a breathtaking illuminated lamp installation at its heart.
Visitors can participate by “lighting a lamp for kindness”, writing positive messages or wishes on paper lamps that are added to the display each day, creating a growing, interactive spectacle. LED-powered and glow-in-the-dark elements will make the installation visually stunning, drawing attention and encouraging photography and social sharing.
The experience will be complemented by live dance performances, craft sessions and storytelling, delivered in partnership with local Indian cultural organisations, highlighting the richness of Diwali traditions and community celebration. The installation offers a unique blend of visual wonder, cultural engagement, and interactive participation, reinforcing The Broadway as a vibrant, inclusive and culturally aware destination.
indoor ice rink (winter activation)
We will transform the centre into a magical alpine-inspired winter wonderland, complete with an indoor ice rink, chalet-style décor, snow machines, and après-ski bars serving seasonal food and drink.
The experience will feature family-friendly entertainment, live performers, and festive workshops, alongside retail tie-ins and themed promotions. This large-scale activation will create a strong visual spectacle and a must-visit winter destination for shoppers and families during the peak festive trading period.
random acts of kindness
WHAT WOULD YOU DO WITH £100?
The “What Would You Do with £100?” campaign is a heart-warming, feel-good social activation designed to highlight The Broadway’s generosity and community values.
In this campaign, shoppers are invited to take part in a simple but thought-provoking challenge: answering the question, “What would you do with £100?” Their responses — whether touching, funny, or inspiring — will be filmed to capture genuine, unscripted moments that showcase the spirit of the local community.
Later in the day, a selection of participants will be surprised with £100 Bradford City Centre Gift Cards, with their emotional reactions filmed and edited into a short, uplifting video.
The finished piece will be released on World Kindness Day or during Random Acts of Kindness Week, aligning The Broadway with a national moment of positivity and connection. The result will be a shareable, high-impact video that spreads joy online, attracts local media interest and reinforces The Broadway as a brand that gives back to its people.
shop, snap, share
We will deliver a user-generated content campaign encouraging visitors to post photos or Reels of their Broadway experience using #ShopSnapShareBradford.
Each month, one winner receives a £100 voucher.
We’ll feature the best photos on our social channels, creating a steady flow of authentic, community-led content.
JANUARY
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DECEMBER
creative adult workshop series
CREATIVE WORKSHOPS 2026 EXAMPLE CALENDAR
January – Vision Board & Wellness Workshop
Kickstart the year with positivity and purpose. Guests create personal vision boards while enjoying herbal teas or smoothies from a café partner.
Retail tie-in: Stationery stores, wellness retailers, cafés.
February – Candle Making & Self-Care Crafts
Celebrate self-love month with handmade candles or bath salts, perfect for gifting or keeping.
Retail tie-in: Beauty, fragrance, and homeware retailers.
March – Mother’s Day Flower Arranging Workshop
Led by a local florist, participants create their own bouquets just in time for Mother’s Day.
Retail tie-in: Florists, gift shops, and jewellers (Mother’s Day promotions).
April – Pottery Painting for Spring
A family-friendly workshop where participants paint plant pots or mugs, inspired by spring colours.
Retail tie-in: Homeware stores and cafés for refreshments.
May – Sustainable Crafting Workshop
Celebrate spring and sustainability with upcycled crafts, tote bag painting, or eco-journal making.
Retail tie-in: Eco-friendly brands, fashion retailers, stationery stores.
June – Summer Jewellery Making
A hands-on workshop where guests design and make summer-inspired bracelets or necklaces.
Retail tie-in: Fashion and accessory stores, jewellery retailers.
July – Kids’ Creative Club (School Holiday Special)
A series of child-friendly creative sessions — from slime-making to mini canvas painting — during the summer holidays.
Retail tie-in: Toy stores, family-friendly cafés, and bookshops.
August – Paint & Sip Evening
A relaxed, adults-only evening painting event with drinks and snacks provided by centre cafés or restaurants.
Retail tie-in: Food & beverage outlets, art supply retailers.
September – Back-to-School Personalisation Workshop
Customise notebooks, pencil cases, or tote bags as students head back to school or university.
Retail tie-in: Stationery, fashion, and tech retailers.
October – Pumpkin Decorating & Autumn Crafts
A fun, family-friendly Halloween-themed session using paints, glitters, and natural décor.
Retail tie-in: Home décor, toy stores, confectionery retailers.
November – Christmas Wreath Making
A festive favourite. Participants create their own wreaths or table centrepieces with guidance from a local florist or craft expert.
Retail tie-in: Florists, gift shops, and seasonal retailers.
December – Christmas Bauble Painting & Gift Wrapping Workshop
An uplifting, festive finale where families decorate ornaments or learn stylish giftwrapping techniques.
Retail tie-in: Gift and stationery retailers, cafés offering festive treats.
Stephanie Potter
07920 187033
stephanie@shoppertainmentmanagement.co.uk
Lucy Cornwall-Pearson
07920 186899
lucy@shoppertainmentmanagement.co.uk
Eleanor James
07949 525313
eleanorj@shoppertainmentmanagement.co.uk