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To mark the beginning of the regeneration of the London borough of Newham and the opening of Westfield Stratford City, Europe’s largest urban shopping centre, Westfield has launched a Facebook competition encouraging the public to re-invent an East End ‘classic’ for the chance to win up to £10,000.

To enter the competition – entitled Create Your Take - participants must upload imagery representing their take on certain classics, such as the ‘Hoxton Fin’ or ‘Lily the Pink’. The grand prize fund will be determined by the number of ‘likes’ (up to £10,000) and the grand prize winner is the entrant who receives the most votes. Unique ‘spot’ prizes contributed by eight retailer/brands opening at Westfield Stratford City will also be awarded by selected external bloggers. Create Your Take has been developed as an application on Westfield Stratford City’s Facebook page.

In addition to the Facebook campaign, Westfield Stratford City has recently launched a new ‘campaign’ website westfield.com/stratfordcity2011 exploring the theme of re-invention, both at the new Westfield Stratford City and across East London. The website aims to celebrate the rich diversity of the area while providing key centre information to consumers. Visitors to the website can add and share their experiences of East London and plan a trip to Westfield Stratford City through an interactive ‘live map’.

Myf Ryan, General Manager Marketing at Westfield, comments:
‘We’re excited to involve East Londoners in the launch of Westfield Stratford City through social media. The design of the website, with the use of real materials from the centre, reflects the offline experience of Westfield Stratford City and we are pleased to be working with the Story team to bring this to life online.’

Jon King, Story Worldwide MD, comments:
‘Today, when local content’s often overlooked, it’s fantastic to see Westfield investing in the community. The campaign we’ve devised with Westfield is firmly rooted in the new East London and we’re confident that it will both act as a celebration of the area and a unifying force in the wider community – creating a living social portrait at a moment of significant and widespread transformation.’

ENDS

For further information or high res images please contact Mimi Richman at Yellowdoor
22-24 Torrington Place, LondonWC1E 7HJ020 7580 0707
mimir@yellow-door.com
westfieldstratfordcity@yellow-door.com

Notes to Editors

Please visit the website at www.westfield.com/stratfordcity2011
Follow us on Facebook at www.facebook.com/westfieldstratfordcity
Follow us on Twitter @westfieldstrat

Story Worldwide
Story is the world’s first post-advertising agency, applying established storytelling techniques and talent to marketing and communications.
Today brands are competing with filmmakers, writers and entertainers, not other brands. And unless they create campaigns and content that is at least as compelling as what their audience can find online, on TV, in a newsstand publication, book, app or elsewhere, they will be ignored.
Simply put, Story is custom-built to create advertising programs that are great stories – engaging, entertaining and useful. With offices in North America, Europe and Asia, its work includes integrated campaigns and through-media content for clients such as Estee Lauder Companies, J&J, Lexus and Unilever.
For press enquiries please contact:
Lisa Williams, The Media Foundry, 0207 612 1163, Lisa@themediafoundry.com
Delia Elcock, The Media Foundry, 0207 612 1164 delia@themediafoundry.com

Westfield Group
The Westfield Group (ASX Code: WDC) is an internally managed, vertically integrated, shopping centre group undertaking ownership, development, design, construction, funds/asset management, property management, leasing and marketing activities and employing over 4,000 staff worldwide. The Westfield Group has interests in and operates one of the world's largest shopping centre portfolios with investment interests in 124 shopping centres across Australia, the United States, the United Kingdom, New Zealand and Brazil , encompassing around 25,000 retail outlets and total assets under management of A$59.6 billion.

APG
APG provides for the collective pension schemes for participants from the education sector, the government (civil servants), the construction sector, the cleaning/window-cleaning sector, housing corporations and energy/utilities companies, amongst others. APG manages around €250 billion in pension capital for these sectors (as at 30 September 2010). APG works for more than 20,000 employers and provides for the income of more than 4.5 million participants. APG manages over 30% of all collective pensions in the Netherlands.
www.apg.nl

For more information on APG: Harmen Geers, Press Officer, APG Asset Management
+31 6 413 06 683 harmen.geers@apg.nl

Canada Pension Plan Investment Board
The Canada Pension Plan Investment Board (CPPIB) is a professional investment management organization that invests the funds not needed by the Canada Pension Plan (CPP) to pay current benefits on behalf of 17 million Canadian contributors and beneficiaries. In order to build a diversified portfolio of CPP assets, the CPPIB invests in public equities, private equities, real estate, inflation-linked bonds, infrastructure and fixed income instruments. Headquartered in Toronto, with offices in London and Hong Kong, the CPPIB is governed and managed independently of the Canada Pension Plan and at arm's length from governments. At September 30, 2010, the CPP Fund totalled C$138.6 billion.
For more information about the CPPIB, please visit www.cppib.ca.





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