CREATIVE marketing bosses have found a novel way to promote a new £350 million shopping complex for Bury.

With just six days to go before the opening of the Rock complex, advertising chiefs have taken their fight for customers to Bolton.

They have placed hundreds of artificial rocks around the town, each offering the finder prizes like a £500 diamond from Peter Jackson The Jeweller at the Rock.

In all, there are 2,500 rocks spread across Bolton, Rochdale, and Rawtenstall, with goodies from coffee to shopping vouchers up for grabs at the Rock, which has 60 outlets, including a Primark, Marks and Spencer and Vue Cinema and opens on Friday, July 16.

Trading rivals in Bolton have described the marketing idea as “cheeky”, but Rock bosses said it was an example of light-hearted competitiveness.

Simon Clarke-Williams, director of Orbit Developments, which runs the Middlebrook Retail Park, said: “It is a very cheeky idea.

“They say ‘all is fair in love and business’ so I don’t really blame them for wanting to get their message out. Our customers will be curious about the Rock, but I think they will come back here after a week or two.”

Market Place manager Rod Neasham said: “We operate in a very competitive market, where we’re all vying for the same shopper spend.

“It’s not surprising Bury traders are planning activity to tempt shoppers and, due to the competitive catchment, we often target Bury for marketing and promotion activity ourselves.

“During the launch period of the Rock, we must, as a town centre, ensure that we serve and support our shoppers and offer them the consistently high customer service standards and choice and variety to ensure they thoroughly enjoy their shopping experience in Bolton.”

Rock centre director David Laycock said: “It is a fun campaign and a bit of lighthearted competitiveness.

“Lots of people from Bolton love Bury and the artificial rocks give them a reminder of the big launch day.

“Bolton has a lot of shops to offer that Bury hasn’t and vice versa. Bury is more compact and people will be curious about the brand new centre at the Rock.”