Company: de Winter PR Campaign: Golden Square’s photo-finish Category: Social Media Campaign of the Year - North - Shortlisted Objective • To raise awareness of the shopping centre using the platform of Chester Races • To communicate with a fashion conscious audience • To build the centre’s Facebook following Strategy & Target Audience de Winter pitched to bring interactive photo booths onto the race course which were fully branded, free to use and connected to Facebook via wi-fi to provide constant online interaction throughout the event. The target audience was 18 – 45 year old fashion conscious females. Action 'Golden Square's photo-finish' became a fully branded campaign for the event ensuring the brand was visible at every point of the racecourse. Each piece of branding material showed a call to action on Facebook; win shopping vouchers, like our page for exclusive giveaways, view all the images from today's event, etc. We branded final furlong banners, a-boards, promo-staff t-shirts and booth staff, flyers, business cards, TV screen ads, photo print outs and of course three photo booths – all designed to appeal to women aged 18 - 45. Promotional staff took to the course directing people to the booths. Booth staff stood at each location with iPads so people could like our page on Facebook.  The free printed pictures directed people to the Golden Square Facebook page to view all the pictures and the de Winter social media team were stationed on-site to interact with race-goers throughout the day. The three booths were located in key areas to attract attention and a photographer took to the open course and we ran an additional Facebook competition for giveaway shopping vouchers to the most stylish race-goer with the most likes on Facebook. Results • To raise awareness of the shopping centre using the platform of Chester Races Website - visits increased by 40 per cent • To communicate with a fashion conscious audience - Each booth was used every 2 minutes throughout the whole event, with queues of race-goers surrounding each booth. • To build the centre’s Facebook following. The centre's reach on Facebook tripled in two days URLs www.goldensquareshopping.co.uk The PRmoment Golden Hedgehog Awards 2014 are now open for entries. Here are this year's updated categories.