Highcross is giving its customers 20 reasons to smile this month by introducing its new 'High Priority' programme, which rewards shoppers with exclusive offers, VIP events and insider news throughout the year.

This coming Saturday (5 February) Highcross launches High Priority by revealing a prize draw for 20 sought after items from its retailers as well as leading attractions from across the county. Based in a display on the Lower Mall, the prizes include a weekend stay in Hotel Maiyango with a £250 Highcross gift card, a £500 spending spree at Hobbs and four tickets to see Scouting for Girls at the O2 Academy.

Michael Holland, marketing controller at Highcross, said: "High Priority is designed to thank our customers who have shopped, dined and enjoyed days out with us since we launched two years ago.

"This first initiative - staged until 6 March - will enter all shoppers who sign-up to High Priority into a draw for the 20 prizes, which we estimate to be worth more than £2,500 in total."

Highcross is planning several more High Priority initiatives for customers that sign up to the scheme over the coming year, including a late-night discount evening as well as VIP events for its fashion extravaganza in April.

Customers can simply join in-centre at the prize wall or via the Customer Information Desk.