With high street retailers suffering as consumers rein in their spending, the centre is citing its new retail outlets, its independent and exclusive destination stores and creative promotions as the driving force behind the positive performance.

Michelle Atack, marketing manager at Triangle shopping centre, knows it can't compete with the likes of Manchester Arndale, across the road, and The Trafford Centre. "The footfall figures clearly demonstrate the ever-growing stature of the site and our shops and show that our business direction and marketing campaigns are having a positive affect," she says.

"The mixture of retail outlets and restaurants gives us a boutique feel which is making us a popular shopping destination with people from around the UK, as well as from Manchester, who may otherwise feel they have to travel to London."

Found in the heart of the city, the Triangle can boast that 90 per cent of its outlets are exclusive to the north-west region, and this, together with the marketing, has ensured the Triangle is seen as a point of difference to consumers who are becoming increasingly aware of its existence.

Atack says: "92 per cent of people know who we are, whereas in previous years it was something like 40 per cent."

So how is Atack doing it? She points out that the Triangle is keeping its brand in the pubic eye with a number of marketing campaigns, which are driving awareness of the retail line-up.

The unique Valentine's promotion involved encrusting a £2,000 diamond from the centre's Christopher James store in ice, and asking customers to guess how long the heart-shaped block of ice would take to melt. The competition drew 2,100 entries, compared to 300 for a Parisian holiday giveaway 12 months previous, and the promotion increased footfall by 10 per cent against the same period last year.

Atack says: "To increase footfall in a key selling period we devised a customer-motivating concept which also highlighted our independent, forward-thinking ethos to retailer support. And we succeeded, on both counts."

And the centre's impressive footfall figures are continuing to motor along thanks to car dealership RRG Salford Quays, advertising agency Rhino Design and RMS PR.

Costing £30,000 overall, the centre held a car-giveaway in April to win a Toyota Aygo via a Platinum Card, which offers holders in-store discounts for up to six months to encourage further visits. Figures show a 13.6 per cent increase in footfall based on the same period last year.

Rhino Design and Altrincham-based RMS PR devised the regional promotional campaign which included an advertising campaign, an exclusive tie-in with Galaxy 102, the creation of promotional literature and editorial activity. Atack explains: "Our footfall figures demonstrate that we are accelerating where many others are stalling. We know we must encourage people to visit and clever, creative marketing and promotions are essential."

Wayne Taylor, of Rhino Design, adds: "We're very aware that we cannot rest on our laurels, and further promotions this year, details of which will be unveiled soon, are very exciting."

But it's not just the Triangle that Atack is keen on promoting. Following the closure threat to Manchester's Affleck's Palace - a revitalised city centre building with five storeys of stalls and market-type shops - the Triangle has proposed a North-West Independent Retailers Forum to front and assist with legal, commercial and marketing matters.

Conceived by Atack, it will act as an information platform and, where applicable, a single voice to protect the interests and increase the profits of small to medium sized independent shop owners. The idea has already received support from Ringspun entrepreneur David Mallon and Simon Everett, founder of Rags to Bitches - a hugely successful vintage boutique in the Manchester's Northern Quarter.

Atack explains: "In view of recent events at Affleck's Palace and the continuing threat to independent retailers from city centre redevelopment, there needs to be a body that can create a strong, single voice to protect their interests and also advise on promotional activity.

"For this to work we need people to express an interest and, if we reach a tangible number, we'll organise an initial forum to discuss current market conditions, main retailer issues and problems. From there we'll devise a strong strategy from our ultimate aims. This could be the start of a very influential, independent body which will ultimately benefit retailers and help protect Manchester's image as a great shopping destination."

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