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 ICSC Solal Marketing Awards 2011 WINNERS

Solal Winners

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ICSC SolalMarketingAwards

2011WINNERS

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Award Categories

Cause Related MarketingA single or ongoing event, programme or project, whose

objective is to benefit a community cause thereby buildingcentre goodwill in its trade area. It may be charitable, promote

a community cause or present an event that serves a local

interest or lifestyle.

Public Relations

A planned public relations programme or activity designed

primarily to benefit the commercial interests of the shopping

centre. The objective is to address a shopping centre/company

need rather than a community need.

Consumer and Trade AdvertisingStrategic or tactical efforts to advertise a shopping centre

that demonstrates creativity and effectiveness. The entry can

be an integrated campaign across several mediums or be one

single piece of creative work that addresses and achieves a

specific objective.

Sales PromotionPromotional or merchandising events or initiatives designed

to stimulate increased sales. The promotion must take place

in-centre and may involve joint activity with retailers.

Grand Opening, Anniversary, Refurbishment

or ExtensionA complete campaign to introduce a new, refurbished or

extended shopping centre.

Alternative RevenueThis category recognises efforts that directly impact a

centre’s revenue performance or operational efficiency. The

entry could show marketing-led initiatives that may comprise

sponsorships, strategic alliances, endorsements, retailer

partnerships, speciality leasing programmes that genuinely

add to a centre’s financial vitality or innovative ways of

generating new revenue sources.

Business-to-BusinessA campaign or programme designed to benefit the

leasing/letting of an existing or new shopping centre.

Digital MediaStrategic programs and plans that include Websites, Online

Branding Campaigns, Social Media (Blogs, Social Media Sites)

and/or Mobile Marketing (Text Messaging, Mobile Websites,

Mobile Directories, etc.) to achieve brand and marketing

communication goals for a shopping centre or company.

The ICSC Solal Marketing

Awards bring together

the very best of retail

marketing across Europe

and South Africa

to reward those with

the most effective

campaigns. Recognising

best practice and

outstanding marketing

performance, the

ICSC Solal Marketing

Awards are seen as a

benchmark of quality

throughout the industry.

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Owned by: CRI–Commerz Real Investmentgesellschaft MbHManaged by: Multi Mall Management Portugal

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CAUSE RELATED MARKETING

Getting HealthyArmazens do Chiado

Lisbon, Portugual

It’s no secret that obesity is increasing all over the world.In order to address the global issue on a local level, Ar-mazens do Chiado launched their “Getting Healthy”event to convey the importance of healthy living to thecommunity. The 2-week event that ran from September20 to October 1, focused on healthy food and educationabout nutrition, exercise and cooking. Experts from allover Portugal participated to help deliver this importantmessage.

The Learning ShopBlue WaterGreenhithe, United Kingdom

Owned by: Lend Lease, LLRP and various investorsManaged by: Lend Lease

The Learning Shop is an on-site recruitment and training facil-ity created 11 years ago as part of Lend Lease’s commitmentto the local community. A partnership between Lend Lease,North West Kent College and Jobcentre Plus, it is a vital re-source for the community and for Bluewater’s retailers, provid-ing trained and experienced employees. Never more importantthan in the current economic climate, 2010 was a record yearin terms of the number of people that The Learning Shop as-sisted. In the last 12 months, it created employment for 4,000people and trained 500 people.

Senior Citizens ParkingThe Boulders Shopping CentreMidrand, South Africa

Owned by: Fountainhead Property TrustManaged by: Broll Property Group (Pty) Ltd.

A large part of the clientele that visits Boulders Shopping Centre ismade up of senior citizens, who have been visiting since it opened 18years ago. These senior citizens regard themselves as part of the cen-tre and are more than just emotionally attached, but regard it as part of

their daily lives. Boulders set out to give something back to these dedi-cated shoppers by demarking parking spots, specifically reserved forthem and ensuring that they have unlimited free parking and round theclock security. The centre hosted a monthly tea party lunch and invitedsenior citizens to join and socialize without cost.

Owned by: Commerz RealManaged by: Multi Mall Management

Well aware of its social responsibilty, Almada Forum decided

to develop a campaign which aimed to help Ajuda de Berço,a charity organization devoted to sheltering abused children.Ajuda de Berço was facing serious economic problems, soAlmada Forum stepped in and made this charity the focus oftheir 2010 Holiday campaign. In order to raise funds to keepAjuda de Berço afloat, several methods were used, includ-ing a facebook page and the sale of bracelets that repre-sented the cause. Over 50,000 euros were raised anddonated.

Cuddle to Ajuda de BerçoAlmada ForumAlmada, Portugal

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CentrO Goes RizziCentrO Oberhausen

Oberhausen, Germany

Owned by: Stadium Ltd., EnglandManaged by: CentrO Management GmbH

Located in the Ruhr area of Oberhausen, which was also named the Eu-ropean Capitol of Culture for 2010, Centro Oberhausen wanted tolaunch an initiative directed at promoting the cultural education of youngschool children and raising funds for a children’s charity. The timing ofthis campaign coincided with the 60th anniversary of pop artist JamesRizzi, so the centre transformed its entire Central Dome into a Rizzimasterpiece with more than 450 exhibits. The campaign brought the artsand culture to millions of art-inexperienced shoppers, involved 10,000school children in a painting contest and generated 100,000 Euros incharity money for Germany’s most well-known children’s charity.

Dolce Vita OrchestraDolce Vita TejoAmadora, Portugal

Owned by: Chamartín Imobiliária /ING Real Estate DevelopmentManaged by: Chamartín Imobiliaria

The Dolce Vita Orchestra was born in 2009, in part-nership with the Music School of the National Conser-vatory, in an effort to address the community’s growingconcerns with the supervision and socio-cultural edu-cation of the local children. Based on the success ofanother music programme, the Dolce Vita Orchestraoffered musical training to 250 children as well as

pyschosocial support for them and their families.

Cavendish Square Flagship CSIProgrammeCavendish Sqaure Shopping CentreClaremont, South Africa

Owned by: OMIGPIManaged by: Old Mutual and Pareto

The Cavendish Square Flagship CSI Campaign was launched as a sustain-able, long-term Corporate Social Investment programme that would havemaximum appeal to Cavendish Square’s target audiences. Campaign ob- jectives sought to maintain the centre’s honourable reputation amongstlocal shoppers while raising essential funds for various NGO’s, and morespecifically HIV/AIDS and Literacy in the Western Cape. Cavendish Squarealso sought to increase awareness for the initiatives and ensure the projectwas well-supported by the local community.

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Domoteka Design DaysDomotekaWarsaw, Poland

Owned by: Inter IKEA Centre PolskaManaged by: Inter IKEA CentreGroup

As the only premier interior design centre in Poland,Domoteka’s mission is to know, offer and educatepeople in design, and, at the same time, support Pol-ish creators and designers. During the “DomotekaDesign Days” in May 2010, Polish painters, sculp-tors, photographers and fashion designers presentedand sold their work in the centre. In addition to bring-ing in potential customers, the event promoted theimportance of art and Polish artists.

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Second ChristmasEuropark Shopping Center s.r.o.Praha, Czech Republic

Owned by: SES–Spar European Shopping CentersManaged by: Europark Shopping Center s. r. o.

Europark Shopping Cener in Praha, Czech Republic cele-brated its birthday with the “Second Christmas” competitionin which customers who registered for 8 euros, were eligibleto win one of the centre’s spectacular prizes, including a va-cation. Displayed in the mall was a giant calendar which un-veiled a new prize each day and was awarded to one luckycustomer. The big finale had 11,000 participants and over92,000 euros was collected.

Christmas Magic Night 2009MAR ShoppingMatosinhos, Portugal

Owned/Managed by: Inter IKEA Centre Group

In 2009, MAR Shopping’s goal was to fulfill the Christmasdreams of 2 dozen underprivileged children in Matosinhos,Portugal. The children were asked to write a letter to SantaClaus, and working as a team, the entire staff of MAR Shop-ping, including the retailers, collected every item that the chil-dren asked for. On a magical night, the children arrived andwere surprised by Santa, waiting for them with all their gifts.

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Give New Life to Plastic—Save the PlanetMEGA EkaterinburgEkaterinburg, Russia

Owned/Managed by: IKEA Shopping Centres

As part of their ambitious plan to build their image as a sociallyresponsible centre, MEGA’s “Give Plastic a New Life—Savethe Planet” campaign promoted an environmentally friendlylifestyle. The project consisted of the collection of plastic for re-cycling and the promotion of eco-bags as a replacement forplastic ones. Through demonstrations of eco-friendly habitsand competitions, this important message was conveyed to allvisitors and MEGA solidified their position as one of the mostsocially responsible centres in Russia.

The Smiling Child (Hamogelo tou pediou)The Mall Athens

Athens, Greece

Owned by: Lamda Development S.A.Managed by: ECE–Lamada

The Mall Athens, through its marketing activities, constantlystrives to support vulnerable and underprivileged social seg-ments. One of these segments is a non-profit, organization en-titled “The Smiling Child (To Hamogelo tou Pediou)”, whosemission is to protect orphans and abandoned children, as wellas entire families with serious problems, by offering themhomes. The Mall Athens built the “Smiling Child” cottage in themall where products from Christmas ornaments to notebookswere sold. All the profits went to the organisation.

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Norte GreenNorteShoppingPorto, Portugal

Owned by: Sona Sierra/TIAA-CREFManaged by: Sierra Management Portugal, SA

NorteShopping has been fostering good environmental prac-tices for a long time and has made efforts over the years to im-prove this crucial aspect. This past Christmas, NorteShoppinglaunched an environmental campaign, “Cycle and Switch onOur Christmas Tree” to promote energy efficiency. The centrechallenged visitors to produce “human” energy to turn on the

Christmas tree lights by riding pedal bikes connected to thetree. Without the participation of visitors, the lights would re-main off. This initiative engaged 33,000 customers who pro-duced 51% of the total energy that NorteShopping’s Christmastree consumes during Christmas season.

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Yummy Mummy!Mongolfiera AndriaAndria, Itlay

Owned by: Svicom - Sviluppo Commerciale SrlManaged by: Beni Stabili Spa

Mongolfiera Andria is known for its customer loyalty and, moreimportantly, its strong relationship with the community. With thisin mind, and with Mother’s Day approaching, this centre devel-oped the “Yummy Mummy” competition aimed at collectingfunds for the purchase of a kitchen for the Caritas Canteen.Mothers from all over Southern Italy submitted video recipes towin a voucher and get their video on a DVD to be sold. The

centre received over 400 recipes and raised over 20,000 eurosfor Caritas Canteen.

Ruhrgebiet Meets Istanbul 2010Mercator Center & M1 Meydan ÜmraniyeDuisburg, Germany & Istanbul, Turkey

Owned/Managed by: METRO Group AssetManagment GmbH & Co. KG

Connecting countries, connecting cities, connecting people,

was the theme behind METRO Group Asset Management’s cul-tural festival. With 2 of their centres in cities named EuropeanCapitals of Culture—Mercator Center in Duisburg, Germanyand M1 Meydan Ümraniye in in Istanbul, Turkey—METROwanted to show their support of these cities. A Turkish-Germancultural festival was the perfect way to bring these two citiesand centres together. The festival featured international andlocal artists, dancers and entertainers, and a simultaneous, livebroadcast was aired in both centres.

Cooking Crown 2010–Center Cooking EventMetro Group Asset Management Centres

Germany

To strengthen their positioning within their local markets and toattract their key audiences, 13 Metro shopping centreslaunched a cooking event from April until October 2010. Themultilayered concept consisted of free of charge cookingclasses for pupils and for adults, as well as a cooking competi-tion for adults. The cooking classes were given by a team ofprofessional cooks. The events were supported by targetedcommunications campaigns and were highly visible in the cen-tres. More than 1,253 pupils and 320 adults participated in theclasses, 177 adults participated in the competition.

Owned/Managed by: METRO Group AssetManagment GmbH & Co. KG

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Winter Dance AcademySilesia City CenterKatowice, Poland

Owned by: EHL Real Estate Poland, LLCManaged by: Nowe Centrum LLC

With many of Katowice, Poland’s young people spending theirfree time during their winter break at Silesia Shopping Center,the mall developed a project—the Silesia Dance Academy—that was focused on occupying their free time through sports.

In the main square in front of the centre, two heated tents werebuilt where professional coaches led 200 young people infree dance lessons. The event culminated in a final stage com-petition in which winners received prizes and vouchers.

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Fairytale MarathonPolus City CenterBratislava, Slovak Republic

Owned by: Immofinanz Immobilien Anlagen AGManaged by: EHL Real Estate Slovakia, s.r.o.

Polus City Center opened in 2000 and became the city’s

hotspot, but during the next years, 3 other malls opened. InMarch 2010, a 5th mall entered the market and the competi-tion became stronger than ever. Polus needed to create aunique event in order to attract public attention, increase thecommunity awareness and strengthen the image of familyfriendliness. The “Fairytale Marathon” event included theatreperformances entertainment and competitions, all for children,and was used as a tool to support and develop creativethinking.

1860 München at Riem Arcaden by mfiRiem ArcadenMunich, Germany

Owned by: UIRManaged by: mfi AIG

Riem Arcaden hosted the festivities for the 150-year anniver-sary of one of Germany’s most-beloved sports clubs, TSV1860 München. For ten days, an overwhelming anniversaryprogramme entertained fans and visitors. Within the scope ofan impressive exhibition, the club’s history was extensivelydocumented. In addition, the 14 departments of TSV 1860München presented a diversified campaign programme. Theresult: plenty of happy fans, numerous popularity points, daysof intensive shopping in the Riem Arcaden and a memorableevent that Munich won’t forget so soon.

START! DESIGN!Renoma Shopping Mall

Wroclaw, Poland

Owned by: Centrum Development and Investments PolskaManaged by: DTC Renoma Sp. z.o.o.

Renoma Mall has always played an important role in city cul-tural activities, not only as a significant retail symbol, but also apopular meeting place. Renoma answered the needs of thelocal market by inviting skilled students from local universitiesinto a special design and educational programme led by thefamous Polish designer, Maciej Zien. Over 250 students partic-ipated in the weekend workshops which were composed oflectures and training sessions, as well as a final design com-petition. The 10 best students were awarded a special ap-prenticeship at Zien’s atelier.

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Positively Inspired ShoppingSouthgate Shopping CentreJohannesburg, South Africa

Owned by: Broll Property Management (Pty) LtdManaged by: Pareto Limited, Fountainhead Property Trust & Syc

Out of 49 million South Africans, only 5% were tested for

HIV/AIDs in 2009, due to the lack of affordable testingand medical aid. Southgate Shopping Centre, in Johan-nesburg, embarked on an outreach programme for vol-unteer testing and counseling at the centre. This centreprovided the perfect opportunity to increase the numberof people who know their HIV status, as the mall re-cieves well over a million visitors a month.

Be Part of Somone’s MemoriesSt. Enoch Centre

Glasgow, Scotland

Owned/Manager by: Ivanhoe Cambridge

St. Enoch Centre has worked in partnership with Glasgow CityCouncil to encourage people to adopt children. With more than1,000 children particpating, St. Enoch Centre hosted the“Memory Wall” which acted as the focal point for the “Be Partof Someone’s Memories” campaign, that was launched inorder to help the city’s children find a loving home. With ahighly visible location, celebrity support and a profile launch inSt. Enoch Centre, the campaign has delivered great benefitsto the local community with a 36% increase in fostering andadoption enquiries based on the same period last year.

Le Favole Del Val Di ChientiVal Di ChientiPierdiripa di Marcerata, Italy

Owned by: Various OwnersManaged by: Cogest Italia

The Le Favole Del Val Di Chienti project was developed byCentro Commercial Val de Chienti to enhance local values, cul-ture and traditions while raising funds for a good cause. A bookfilled with stories written by local children and illustrated bylocal artists was put together with the purpose of raising dona-tions for Amblat, an association that provides support for fami-

lies of children suffering from cancer.

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Owned by: Akmerkez REITManaged by: Ucgen Bakim ve Yonetim Hizmetleri A.S.

STREET ART 3D3Stawy, Janki, Ster, Korona

Poland

Managed by: Apsys Management Sp Zoo

The marketing team at Apsys Management wanted to come upwith a unique event that would not only attract customers totheir centres, but also bring media interest. The “Street Art 3D”event—the first of its kind in Poland—was organized at 4 ofApsys’s centres. The exhibits depicted 3-dimensional picturesin the shopping centres, capturing images that reflected thelocal communities. In total, there were over 200 multimediapublications about this unique event.

Men’s PlaygroundBaneasa Shopping CityBucharest, Romania

There’s no Stopping BluewaterBluewaterGreenhithe. United Kingdom

Owned by: Lend Lease & LLRPManaged by: Lend Lease

On December 18 2010, the UK was hit by some of the worstsnow ever. Airports shut down, roads closed and the retail in-dustry braced itself for the affects on footfall and sales at themost critical time of the year. Bluewater received nearly 30cmsof snow on the final shopping Saturday before Christmas. De-

spite the weather, Bluewater remained fully open. More thanthat, Bluewater actively engaged with the media to secure posi-tive media coverage. In less than a week, Bluewater generated64 pieces of broadcast, national, regional and online coverage,with a total PR value of nearly €1.53 million. Over 95% of thecoverage was positive.

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Public Relations

Akmerkez FashiOnAir Pop-Up ProjectAkmerkezIstanbul, Turkey

In 2010, Akmerkez became the first in its class to bring the

most modern trends to fashionistas, with the far-reaching“Akmerkez FashiOnAir” project. Established from a long-term perspective supporting fashion and emerging design-ers, it expands the frontiers for hosting contemporaryfashion. The project contains many firsts; assemblingnearly 70 designers in different categories in a synergy offashion and architecture; providing a platform where youngdesigners can generate an audience and income for theirnew projects.

Baneasa’s “Men’s Playground” campaign, launched in May 2010, ausually slow retail month, was developed to increase sales in men’sproducts. Research indicated that 48% of visitors were men and thecentre needed to capitalise on these numbers, so the centre markedeach weekend with activities specifically for men, such as foosball,videogames, and cars and motorcycles. The presence of GiancarloFischela, from Ferrari increased interest and brought high media cov-

erage. All tenants selling men’s products were asked to do a specialpromotion and as a result, sales increased 17%.

Owned/Managed by: Baneasa Developments S.R.L.

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Football, Fashion, Fine Art Winter CampaignCavendish Square Shopping CentreClaremont, South Africa

Owned by: OMIGPIManaged by: Old Mutual and Pareto

“The Football, Fashion, Fine Art Winter Campaign” at

Cavendish Square consisted of an event, communications andmedia strategy that sought to attract local and international vis-itors to the centre with a focus on the 2010 FIFA World Cup,Nelson Mandela Day and fashion. The centre devised a publicrelations programme and on-site activity that included fashionlunches, an art exhibition endorsed by FIFA and a dance flashmob. Results over the World Cup period proved that the cam-paign was most successful in obtaining substantial media in-terest and publicity for Cavendish Square.

A Sweet Guinness World Record Easter for HaitiCentro Commerciale Carosello

Carugate, Italy

Owned by: EuropeancommercialpropertiesItalia SRL

Managed by: Larry Smith SRLTo capture the interest of the media, Centro CommercialeCarosello decided to obtain a Guiness World Record by creat-ing a chocolate replica of Milan’s most famous symbol, theDuomo. But when the devestating earthquake hit Haiti,Carosello knew that this event had to be about more than justthat. The centre sold the extra chocolate and donated the pro-ceeds to build a house for the now homeless in Haiti. Partner-ing with the Italian nph Foundation, over 10,000 euro wereraised. The event not only captured the interest of the country,but, more importantly, sent aid to a country in dire need.

CTC Days in MEGA Nizhny NovgorodFamily Shopping Centre MEGA Nizhny NovgorodKstovsky District, Russia

Owned/Managed by: IKEA ShoppingCentres Russia & CIS

The idea behind MEGA’s “CTC Days” was to promote the cen-tre as a family friendly place. Through a partnership with oneof Russia’s most popular TV stations, visitors to MEGA couldplunge into the fascinating world of television and try out life onthe other side of the screen. They were able to take part in afamily casting for “That’s My Kid!” and participated in inter-views for CTC. The most exciting event during “CTC Days”was a visit to the mall by the cast of the popular sitcom,“Daddy’s Girls” The campaign was a complete success andsolidified MEGA’s position as a fun and friendly place.

Guinness World Records Live!Forum IstanbulIstanbul, Turkey

Owned/Managed by: Multi Development

Forum Istanbul planned the Guinness World Record Live!event, to communicate its differentiation from all the shoppingand leisure offerings in the market. Together with GuinnessWorld Records, an event was created where the visitors couldattempt records and become genuine record holders instanta-

neously. Six weeks of activities took place in Forum Istanbuland it was followed by a five-month road show throughoutTurkey in other Forums. This event had never been done onsuch a large scale in Europe and more than 20,000 people par-ticipated in the event during 6 weeks at Forum Istanbul. 54 peo-ple broke World Records!

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Polish-Czech Slam PoetryGaleria SFERABielsko-Biala, Poland

Owned/Managed by: Bielsko Business Center 3 Sp. z o.o.

SFERA, situated in Bielsko-Biala, only 40 km from the Polish-

Czech border, is aware of its multicultural popularity, soSFERA designed Polish-Czech slam poetry battle. The centrebecame a venue for an international underground poetry con-test. 15 young poets performed their lines in both Czech andPolish languages to crowds. The customers visiting the mallbecame both an unexpecting audience and a jury at the sametime. Consuming only 0.6% of the annual marketing and newsabout the event reached 250,000 people in theregion.

Owned by: SCMS—Shopping Center Management Services nvManaged by: Credit Suisse Asset Management

To celebrate Valentine's Day, a “Las Vegas WeddingChapel” was installed at Galerias St. Lambert. This chapel was alife-size replica of one of the many wedding chapels made famous inLas Vegas. Over two days, nearly 150 couples, previously selectedvia a participation form, were invited to the chapel to marry...for fun!An Elvis Presley and a Marilyn Monroe impersonator directed theceremonies, and each couple was given a marriage certificate (notlegal) and photos were taken of them to remember this special day

Istanbul Cevahir 5th Year ActivityIstanbul Cevahir Shopping and Entertaintment CentreIstanbul, Turkey

Owned by: St. MartinsManaged by: Jones Lang LaSalle

With the approaching 5th Year Anniversary of Istanbul Cevahir,the Marketing Team understood the unique opportunity avail-able to create an event that would generate a huge volume ofPR in order to sustain its past success and stand out againstthe emerging competition within its surroundings. The center-piece of Cevahir’s 5th year event was the playing card-mademiniatures of historic worldwide symbols of Istanbul. In addi-tion, the centre held workshops for children and hosted a 5thAnniversary cocktail party. The event was a huge success andgarnered an increase of footfall and media impressions.

“Talk of the Town:Virgin Radio Kanyon”Kanyon Shopping CentreIstanbul, Turkey

Owned by: Eczacibasi and Is Real Estate Investment TrustManaged by: Kanyon Yonetim Isletim ve Pazarlama Ltd. Sti.

Kanyon Shopping Centre created “Virgin Radio Kanyon” as an in-novative PR tool to affect shopper moods in a hip, positive way. Abroadcast studio was set up in a prominent location at the centre,with a professional DJ to play the music, which was chosen ac-cording to the preferences of the target market. Shoppers wereable to watch the DJ live. This strategy was focused on appealingto the values of trend setters, and to media to cover the DJ events,songlist contests, Friday parties and more.

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Las Vegas Wedding ChapelGaleries St Lambert

Liège, Belgium

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The Liberty Fashion Design CompetitionThe LibertyEssex, United Kingdom

Owned by: Cosgrave Property GroupManaged by: DTZ

The Liberty held a Fashion Design Competition, inviting 170schools, colleges and universities across Essex and East Lon-don with young fashion students between the ages of 16-21years. 21 finalists were selected and showcased their gar-ments at a fashion show held at The Liberty on 25th June2010. The Prize was an exclusive work experience placementwith a top design team.

Multi Mall Management by Invitation OnlyMulti Mall Management CentresPortugal

Managed by: Multi Mall Management Portugal

For Multi Mall Management’s centres, events are seen as apostitioning tool to differentiate their properties from the com-petition, but also remain cost effective. With that in mind,Multi Mall wanted to raise awareness of all their centres inPortugal and asked world-famous photographer SimonAlexander to exhibit his work in a multi-mall road show.Alexander took it one step further and organzied a new exhibitfeaturing well-known Portuguese musicians. The exhibit trav-eled from mall to mall, garnering an ROI worth well over300,000 euros.

Meadowhall ExposedMeadowhall CentreSheffield, United Kingdom

Owned by: British Land/London & StamfordManaged by: Smith Young Partnership Ltd

Despite a successful two decades, the profile of MeadowhallShopping Centre had diminished, and both spending and foot-fall remained static. Meadowhall set out to re-establish itself asthe region’s leading fashion mall, creating three events to re-engage consumers and the media, while targeting three con-sumer groups. The events, Pop-Up Boutiques, Meadowhalls’20th Birthday and Charity Chicks Pop-Up all served as a strat-egy to engage consumers from across the region, but securedcoverage in the leading fashion media Cosmopolitan.co.uk,and helped to deliver a 5% uplift in target group visitation.

The Best Job in the CityManufaktura

Lodz, Poland

Owned by: Manufaktura Ltd.Managed by: Apsys Management

With Christmas time approaching, Manufaktura needed to dif-ferentiate itself in the market and attract regional and nationalmedia attention. Manufaktura created a unique event that in-volved guests and Lodz citizens in choosing The Santa Clausof Manufaktura. A special casting call was organised callingpeople to audition for “The Best Job in the City”—Santa Claus.People over 50 years old, with good sense of humor and rec-ommendation from grandchildren could apply. The conceptand execution of PR allowed Manufaktura to increase the ad-vertising value equivalent over 6 times.

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Summer Activities for ChildrenPort LodzLodz, Poland

Owned/Managed by: Inter IKEA Centre Poland

After 10 years of efforts to obtain a construction permit, the

Shopping Centre Port Lodz finally opened in March 2010. Nowcompeting with 2 other centres in the area, Port Lodz established adistinct identity as a family friendly centre. To promote this image,the centre planned a series of performances for children, endingwith a final event “The Festive End of Summer Holidays”. Theevents provided the centre with a regular holiday audience and thefinal action attracted 60% more customers than the averageweekend.

Searching for “The Authentic Santa Claus”Puerto Venecia

Zaragoza, SpainPuerto Venecia opened during 2008 and welcomed over 5million visitors in its first full year. The relatively new centre facedthe challenge of gaining notoriety and differentiating itself fromits competitors. For Christmas 2010, Puerto Venecia didn’t want just any Santa Claus. They wanted the best. A call for the perfectSanta went out nationally and a panel of 6 children and 6 adultschose the finalists. After it was narrowed down, the vote went outto the general public via Facebook. As a result, footfallincreased by 11% and Puerto Venecia became the go-to-placefor the holidays and year-round.

Africa Bike Week 2010Shelly CentreShelly Beach, South Africa

Owned by: Sanlam Life Insurance LtdManaged by: JHI

When Shelly Centre was asked to host the start of the massmotorcycle ride, part of Africa Bike Week, the centre wanted todo it with a bang. They formed a strategic partnership withHarley Davidson and visitors had the opportunity to get upclose to the legendary bikes. Musicians and bands who wereparticipating in the event also held autograph signings at thecentre and Shelly Centre was also the offical sponsor of theStunt Show. As a result, publicity for the centre was doubledfrom last year, they are now the official host for the next 10years and have been asked to host other major events.

Art in a Material WorldSilesia City CenterKatowice, Poland

Owned by: Nowe Centrum LLCManaged by: EHL Real Estate Poland LLC

Not only a mall, Silesia City Center is also a cultural meetingplace that has become a cultural staple in downtwon Silesia.To continue building their relationship with the community andto increase footfall, the centre invited contemporary artists to

fill the interior with art. The centre was turned into a space forart and culture, a Silecia succeeded in enhancing its image asa socially responsible centre.

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Owned by: Eurofund Investments ZaragozaManaged by: CBRE

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Happiness ProjectSonae Sierra CentresSpain

Managed by: Sonae Sierra

The key to Sonae Sierra’s marketing success is their under-

standing of their clients. A huge segment of their client baseare families and many of their marketing campaigns aregeared toward that cluster. The “Happiness Project” was fo-cused on finding the keys of children’s happiness and ways toenrich their lives. With the help of a child pyschologist, work-shops were held for parents and children in several of SonaeSierra’s malls. The project was marketed through a nationalmedia tour and through Facebook and Youtube.

“DM i SMS 2010”—with Guiness World RecordsSteen & Strøm Centres

Denmark

Managed by: Steen & Strøm Centres

Tired of the same old marketing schemes, Steen & Strømdecided to tap into the high-traffic world of text messaging toattract the coveted 15-35 year-old demographic and bringmajor buzz to their centres. Partnering with Guinness WorldRecords, Telia and Nokia, among other sponsors, all ofSteen & Strøm’s centres engaged in the world’s fastest textmessager. The event was 100% financed by sponsors andthe total PR was valued at 430,000 euros.

Hitting the HeadlinesWhite Lion WalkGuildford, United Kingdom

Owned by: Axa Sun Life PlcManaged by: Capita Symonds

White Lion Walk is positioned in an affluent but competetive area,and with a very limited marketing budget, a proactive approachwas required to ensure that White Lion Walk did not become lostin noise created by the competition. A strategic PR campaign wasdevised with the aim of achieving regular coverage of White LionWalk and position the centre as an integral part of Guildford. Aswell as building on PR, the centre sought to develop relationshipswith key local partners that could link in with their promotionalevents. Despite their limited budget and tough economic climate,White Lion had a return on investments of over 5,000%.

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North Pole of GiftsBaneasa Shopping CityBucharest, Romania

Owned/Managed by: Baneasa Developments S.R.L.

A memorable, playful ad, where Christmas gifts becomecharacters in a winter play, was the centerpiece ofBaneasa Shopping City’s 2010 Christmas campaign.This ad managed to promote a huge variety of gift cate-gories for all ages and types while maintaining the up-scale positioning that the centre had established.

Rebel Fashion WeeksBruun’s Galleri

Århus, Denmark

Owned/Managed: Steen & Strøm Denmark A/S

Each year, Brunn’s Galleri, Denmark’s most visited shoppingcentre, holds a high-profile event, Weeks. For the 2010 Weeksevent, the creative concept was Rebels, which formed thefocal point of the entire campaign. The event encompassed allfacets of rebellious expressions—art, music, digital media and,of course, fashion. The event included a live concert and work-shops on art, green living and other topics and was advertisedin magazines, newspapers, billboards, banners, on Facebookand Youtube.

Bryggen Breaks Away!BryggenVejle, Denmark

Owned/Managed by: Steen & Strøm Denmark A/S

Despite opening during the worst economic recession in recenthistory, Bryggen, thanks to a massive marketing push, has be-come the primary shopping destination in Vejle, Denmark. WhenH&M opened their new store there, the centre approached thisopportunity with the same optimism. The “Bryggen Breaks Away”campaign introduced this international store to the city’s marketplace and conveyed that Bryggen’s retail offering surpasses anyof the competition. The initial teaser campaign, followed by thegrand opening, peaked massive interest and attracted more than11,000 customers on opening day.

Rediscover Cavendish SquareCavendish Square Shopping CentreClaremont, South Africa

Owned by: Old Mutual and ParetoManaged by: OMIGPI

The Rediscover Cavendish Square campaign was launched tocommunicate the changes to the Cavendish Square’s tenantmix and in doing so, revitalize the centre’s brand image, renewconsumer interest and reinforce its position as a leader and in-novator. The campaign sought to achieve these goals by em-

ploying tactical messaging, innovative concepts, integratedchannels of communication, significant tenant involvement,strategic partnerships, and sponsorships. The overall cam-paign significantly increasing publicity, foot count, turnover, aswell as the Cavendish Square Facebook fan base.

Consumer and Trade Advertising.

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Food Market CampaignCity VestBrabrand, Denmark

Owned by: DanicaManaged by: Steen & Strøm

City Vest wanted to capitalise on its unique offering of specialty

grocery stores that are key to the centre’s success. The “FoodMarket” campaign was specifically designed to make the mar-ket central to the centre’s branding to create new growth for thecentre. The campaign included different kinds of marketing,ranging from the publication of Madmagasinet (food magazine),special in-store, a broad spectrum of events with professionalcooks, a food website with recipes and an advertising cam-paign, using everything from outdoor, radio spots and taxiwraps to web, print and PR.

Shoes & the City2City2

Høje Taastrup, Denmark

Owned by: DanicaManaged by: Steen & Strøm

After 35 years of success, City2 faced one of its toughest chal-lenges: recovering footfall and spending after 2 major storesshuttered. City2 also found itself in serious competition andneeded a powerful, larger than life campaign to breathe newlife into the centre. Inspired by the hit TV series and movies,Sex and the City, this centre linked their main objective—tostrengthen their position as a modern centre with a focus onfashion—to a passion for all modern women: shoes! A seriesof events was organised, including a private screening of thenew Sex and the City movie.

Hi Street/Fashion LoversField’s CopenhagenCopenhagen, Denmark

Owned/Managed by: Steen & Strøm Denmark A/S

After refurbishing a section of the mall, now called “Hi Street”, tooptimize and increase customer flow and attract new tenants,Field’s Copenhangen wanted to create the greatest possible impactwith Hi’Street’s unveiling. Field’s had always been known as a fron-trunner in fashion and trends in Denmark, and with that in mind, the“Fashion Lovers” campaign was launched. Field’s “Fashion NightOut” became the grand opening of Hi’Street and included livemusic and dance, fashion shows, a makeover event and special of-fers for visitors. With this initiative, Field’s once again proved thatthey are still at the forefront of all things fashion.

World Cup CampaignGateway Theatre of ShoppingDurban, South Africa

Owned by: Old Mutual Investment Group Property InvestmentsManaged by: Primedia Lifestyle

With the hype stimulated by the World Cup around SouthAfrica and the world, and an estimated 400,000 visitors inSouth Africa, the challenge was to entice domestic & foreignvisitors to visit Gateway’s Theatre of Shopping. They launchedan integrated campaign that turned the largest shopping cen-

tre in South Africa into the must-see spot during the WorldCup. Not only did the Gateway have a ticket and toursim cen-tre, but also hosted numerous events to keep fans entertained,including a talent competition, a football exhibition, an art exhi-bition, dance and live music.

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Incontri (POCO) ScontatiGran Shopping MongolfieraMolfetta, Italy

Owned by: Forum Apulia SrlManaged by: Sviluppo Commerciale Srl

In today’s competitive marketplace, Gran Shopping Mon-

golfiera needed a distinct and memorable campaign to breakthrough the clutter of competitors. Instead of letting customerscome to shop windows, this centre brought the store windowsto the customers. A guerilla marketing campaign was intro-duced to the city of Molfetta, when an army of mannequins in-vaded the city, generating immediate public interactions andmedia. This spontaneous and unique campaign create un-precedented buzz for the centre and was documented in fullby photos and videos posted on social networking sites.

First National Siesta ContestIslazul Shopping Centre

Madrid, SpainLa Siesta (the nap) is one of Spain’s most beloved traditions,so Islazul Shopping Centre decided to use this as a way togenerate awareness and recognition, increase footfall andmaximise publicity. By turning La Siesta in a competition,where participants were challenged to take a nap in the middleof the mall and be judged based on five categories (timealseep, loudest snore, most eye-catching outfit, original sleep-ing position and crowd favorite), Islazul was able to connecttheir brand with this beloved tradition and promote the centreas a place where people could spend their leisure time.

Club Le CupoleLe CupoleSan Giuliano Milanese, Italy

Owned by: Credit SuisseManaged by: CBRE – Espansione Commerciale

As part of the promotion of Le Cupole’s new website, the cen-tre created “Club Le Cupole”, exclusively for customers withdistinct advantages and benefits of membership. This clubalso provided the centre the opportunity to create an extensivecustomer database and start a loyalty and incentive-basedprogramme based on the special benefits reserved only forClub members. The launch of the Club, and Le Cupole’s newwebsite was heavily promoted on social media networkingsites like Facebook and Youtube.

Everything and More (Tudo e mais alguma coisa)MAR ShoppingMatosinhos, Portugal

Owned/Managed by: Inter IKEA CentreGroup

Despite being the largest shopping centre in Northern Por-tugual, MAR Shopping was still relatively unknown, havingonly been open a short time. To publicise its location and retailoffering, an interactive billboard was set up at one of the city’s

most embelmatic buildings, which answered any and all ques-tions about MAR Shopping. Via their mobiles, people wouldsend their questions, and within a few seconds, an answerwould appear on the giant screen. During the 6 months of thecampaign, over 6,000 questions were received and answered.

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Owned by: Ivanhoe Cambridge, Grupo Lar, Cesosa HipermercadosManaged by: Gentalia

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Christmas at Maremagnum: Small Things Get BiggerMaremagnumBarcelona, Spain

Owned/Managed by: Corio RealEstate España S. L

For the Christmas 2010 season, Maremagnum wanted to turnChristmas cliches upside down and took a local Cataloniantradition, the Caganer, and transformed it into a headline-grab-bing display. The centre created a 6 metre-high figure of aCaganer, a symbol that is believed to fertilize the Earth andbring good luck to all who see it. The figure made the GuinessBook of World Records and, at the end of the Christmasseason, was donated to the Catalonian Crib Association.

MAXXI SCULPTURESMongolfiera Lecce

Surbo, Italy

Owned by: Schroder Property Investment Management Italy SrlManaged by: Svicom – Sviluppo Commerciale Srl

To strengthen the visibility of its brands, Mongolfiera Leccewanted to move away from conventional marketing schemesand involve customers in their initiatives. 7 giant advertisingsculptures, representing the retail offering of MongolfieraLecce, were placed throughout the city in strategic locations.Passersby were invited to record a video, and when the sculp-tures were moved back to the centre, they were turned into TVscreens where these videos were played throughout the day.

Multi Mall Management Football Dream FactoryMulti Mall CentresPortugal

Owned/Managed by: Multi MallManagement Portugal

Multi Mall Management jumped on the opportunity to create adifferent kind of campaign and established a partnership withFootball Dream Factory, to launch a campaign during the 2010FIFA World Cup. The concept was to create a programme thatwould turn a child’s dream into reality—to become a footballstar. In 9 of MMM’s mall, football stars Luis Figo and Luis Fil-ipe Scolari set up a workshop where kids can show off theirskills with the hope of signing with one of Portugal’s best foot-ball clubs. In the end, not only did MMM’s traffic increase, butone lucky child’s dream was fulfilled!

Express Yourself—A World of InspirationSilesia City CenterKatowice, Poland

Owned by: Nowe Centrum LLCManaged by: EHL Real Estate Poland LLC

Over the past five years, Silesia City Center has become theessence of a modern metropolis and urban lifestyle. In order tostrengthen its position in 2010, the shopping centre adopted astrategy emphasising the emotional nature of the brand. Thecreative line was developed based on the impressionist poetry,

maintained in a conventional, modern style of paintings, water-colors and color patches. For its customers, Silesia City Cen-ter has become a world of inspiration, senses, fun, fashion andentertainment. The brand gained a sensory dimension by pro-voking the imagination of its customers.

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Delicious AlexandriumAlexandrium Shopping CenterRotterdam, Netherlands

Owned/Managed by: Corio

Each year Alexandrium Shopping Center holds a culinary

event. “Delicious Alexandrium”, and for the 2010 event, thecentre wanted to surprise their customers, create a pleasantshopping atmosphere, extend the duration of stay and pro-mote sales. To achieve these goals, the centre held cookingdemonstrations, handed out samples, and with a purchase of50 euro or more, customers were given a free apron. At theend of the event, a survey was conducted, with 21% of re-spondents saying they had spent more money as a result ofthe event, and 26% stayed longer.

Cavendish Square New Faces SearchCavendish Square Shopping Centre

Cape Town, South Africa

Owned by: Old Mutual and ParetoManaged by: OMIGPI

The Cavendish Square New Faces Search was launched to drawin and engage with a targeted audience of youthful shoppers byproviding a platform for aspiring models to receive exposure andlearn about the modelling industry as a whole. The integratedcampaign set out to increase the long term loyalty of this marketand highlight the centre as a market leader for fashion and seriousshopping. The campaign results proved outstanding return on in-vestment; evident in turnover, foot count, publicity and sponsor-ships, achieved through solid media partnerships and strongbrand associations throughout the campaign period.

VIP Day at KanyonKanyonIstanbul, Turkey

Owned by: Eczacibasi and Is Real Estate Investment TrustManaged by: Kanyon Yonetim Isletim ve Pazarlama Ltd. Sti.

While Kanyon is known as a prestigious and innovative shopping cen-tre with luxury shopping and dining, key figures in the business andentertainment community were not frequent visitors. Kanyon wantedto change that and came up with a VIP Day. Invitations were sent out,with coupons for valet parking, a massage, coffee and desert and amovie, all free. To keep the exclusivity of the event, Kanyon purposelydid not invite the media to cover the event. Rather, the intention wasto afford the guests such an enjoyable experience that they would telltheir friends, families and professional colleagues about it, thusspurring increased sales from this market segment.

Hitched!Menlyn Park Shopping CentrePretoria, South Africa

Owned by: OMLACSA Ltd and Pareto LtdManaged by: Old Mutual Investment Group: Property Investments

Built around February, the month of love, the “Hitched!” cam-paign was designed to introduce a consolidated campaign thatwould be attention grabbing with impactful events and activi-ties over a six-week period. The campaign consisted of sev-

eral elements surrounding the theme of love, namely awedding exhibition, bridal shows, speed dating, a Valentine’sconcert and two competitions where the shopper could win awedding or a romantic holiday to Mauritius.

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Sales Promotion & Events

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Soccer at the Best Centre in South AfricaMenlyn Park Shopping CentrePretoria, South Africa

Owned by: OMLACSA Ltd and PeretoManaged by: Old Mutual Investment Group:Property Investments

As the only superregional shopping centre in Tshwane, in the

heart of South Africa’s executive capital city, Pretoria, MenlynPark Shopping Centre needed a great promotion to capitalise onexcitement leading up to the 2010 World Cup. They kicked offsoccer fever with a celebration counting down to 100 days, 50days, and then 10 days to the event. The entertainment contin-ued with soccer-related exhibitions and screening of games, andthe WAGS competition. Shoppers also had the opportunity tomake use of the Menlyn Shuttle service, which offered trips to theLoftus matches and surrounding areas.

WAGS CampaignOMIPGI Centres

South Africa

Managed by: OMIPGI

Contest—Win 12 Fiats and 24 VespasOriocenterOrio al Serio, Italy

Owned by: CBRE–Espansione CommercialeManaged by: CBRE–Espansione Commerciale

From 18 June to 10 September 2010, Oriocenter shopping centre atOrio al Serio, Bergamo (Italy) organised a major competition with 12Fiat 500s and 24 Vespas up for grabs. The Vespas and 500s tookcenter stage in a spectacular maxi installation that took over the80,000+ square-metre centre and its outer facade. The prizes andthe imposing installations enabled Oriocenter not only to continue itstradition of ambitious and successful events, but also to achieveconcrete business targets, with 1,500,000 tickets sold and increasesof store traffic by + 4.5% and turnover by + 2.5%.

Vertical CatwalkSILLPARKInnsbruck, Austria

Owned by: SPAR Austria AGManaged by: SES Spar European Shopping Centers GmbH

SES-centre SILLPARK in Innsbruck offers over 30 fashion andlifestyle shops and is famous for hosting exciting fashion shows. Toraise awareness, promote the shops in SILLPARK and to entertainyoung people and families, SILLPARK staged a unique fashion

show by presenting fashion on a Vertical Catwalk©, a reference tothe stunning mountains and rocky walls around Innsbruck. Combin-ing the show with a famous presenter and TV stars, the SILLPARKFASHION NIGHT was an extraordinary event for all guests.

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The WAGS campaign was a national campaign executed across 6malls during the 2010 World Cup. The key to the was to conceptualisea unique campaign that would focus on increased spending. Thespending power of footballers’ wives was the catalyst and the WAGscampaign was born. Shoppers were given the chance to win a day inthe life of a footballer’s wife by simply spending on their Visa Cards orMall debit cards. Six grand prizes were up for grabs, one per mall in-cluding €15,243 in total spending money (across all 6 malls) and theuse of a private limousine for the day.

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World Cup Red Carpet CampaignUmlazi Mega CityDurban, South Africa

Owned by: Old Mutual Investment Group Property InvestmentManaged by: SA Corporate

In order for Umlazi Mega City to be part of the 2010 World Cup Cel-

ebrations, it was necessary to implement a promotional concept thatwould dazzle senses, touch hearts and stimulate minds.The WorldCup Red Carpet Campaign promised to be that and more. The focusof the Red Carpet Campaign was an aggressive three weeks driveto encourage shoppers to spend a minimum of R100.00 (€10,20) ormore in any store in the centre and in return, they could be the proudbearer of an exclusive VIP ticket to a Red Carpet soccer-themedevent hosted at UMC with a special celebrity guest.

Fashion-ModelsZIMBAPARK Betriebsgesellschaft mbH

Bürs, Austria

Owned by: SES Spar European Shopping CentersManaged by: ZIMBAPARK Betriebsgesellschaft mbH

Zimbapark wanted to be percieved as a fashion centre and as aplatform for young regional artists, so they invited Zimbapark maga-zine customers to compete in a modeling competition and be part ofa fashion photo exhibition. The winners were styled by the fashionretailers and 3 young, up-and-coming photographers were chosen totake the photos, which were displayed on large canvases. Customerfrequency, as well as sales in the particapting retail stores, increasedduring the 6-week exhibition, and the event generated mass public-ity and media coverage for the centre and the photographers.

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Anatolium Grand OpeningAnatolium BursaBursa, Turkey

Owned/Managed by: Corio Turkey

Anatolium Centre needed a high-impact launch to make thecentre a retail destination. The marketing team wanted to de-liver a campaign with long-term cost-effective results and con-vey Anatolium as a trendy lifestyle centre. To avoid the clutterand noise of the competition, a 5-step approach was devel-oped to reach targeted groups. A series of activities, includinga soft opening with a famous Turkish singer, was held. To buildlong-lasting relationships with customers, the centre also es-tablished a loyalty card and customer database.

Corvin Shopping Centre Budapest Opening 2010Corvin Shopping Centre Budapest

Budapest, Hungary

Owned by: KlépierreManaged by: Ségécé Hungary Ltd.

Budapest’s newest shopping centre, Corvin, opened in Octo-ber 2010 and to promote their opening, the centre imple-mented a series of guerilla marketing tactics and promotionalevents. During the week of the opening, the centre sent out“yellow butlers” through the city, wearing t-shirts with Corvin’sbrand, to help people, whether it was carrying heavy packagesor holding an umbrella over someone’s head. The centre alsoheld a free concert every Wednesday until December, and pro-vided family-targeted services. One week after the opening,footfall reached over 250, 000 guests.

Grand OpeningFriis Aalborg CitycenterAalborg, Denmark

The task for Friis Aalborg Citycenter, after opening in March2010, was to create a unique shopping environment with astrong profile. The new centre had to become an essential andintegral part of the overall urban environment: an attraction initself and the natural focal point for the region’s shoppers andcitizens. Drawing on the centre’s location in Aalborg’s culturalheart and the large selection of fashion shops in Friis, the slo-gan “Shopping in Front” was developed and the brand was ad-vertised through all types of traditional and digital media.

2 Years—HAPPY BIRTHDAYGolden HallAthens, Greece

Owned by: LAMDA Development S.A.Managed by: ECE – LAMDA Hellas

Golden Hall celebrated its second birthday with an innovativeand unique event. From November 8th–27th, anyone who vis-ited the centre could win from a total of 1,000,000 euros in dis-count gift vouchers and 20,000 euros in cash, without any prior

purchase. Through TV and radio advertisments, and also wordof mouth, customers flocked to Golden Hall to see if theywould be one of the lucky winners.

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Grand Opening, Anniversary, Refurbishment or Extension

Owned by: DanicaManaged by: Steen & Strøm

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Istanbul Cevahir Shopping Centre 5th AnniversaryIstanbul Cevahir Shopping CentreIstanbul, Turkey

Owned by: St. MartinsManaged by: Jones Lang Lasalle

With the approaching 5th Anniversary of the opening of Istan-

bul Cevahir, there was a unique opportunity available to createan event that would surprise and delight their customers whilealso interesting domestic and foreign tourists. The centreasked Guinness World Record holder, Bryan Berg, to replicatesymbolic buildings and the centre, using playing cards. Due tothe amount of time it took to create each replica, the campaigngenerated extended PR coverage and repeat customer visits,and culminated with a “Knock Down” gala.

NortelandNorteShopping

Porto, Portugal

Owned by: Sierra Management Portugal, SAManaged by: Sonae Sierra / TIAA-CREF

To strengthen its position, NorteShopping felt the need to im-prove product attractiveness for families through a free chil-dren’s entertainment area, positioning the centre as a familyfriendly centre and added new values to the brand. In Novem-ber 2010, Norteland, the 1st project of a new generation ofSonae Sierra playgrounds, was launched. Norteland is an in-novative conceptual space for children between 3 and 10years old, offering all families a unique area and a fun experi-ence. Norteland achieved outstanding results, namely a 206%traffic increase, becoming a family traffic builder.

Opening Campaign of Port LodzPort LodzLodz, Poland

Owned/Managed by: Inter IKEA Centre Polska

Port Lodz’s opening campaign “We Demand a Port for Lódz”was an unconventional engagement campaign based on sea-faring associations with the name of the new centre: Port Lódz(Port Boat), local conditions, the character of the city and its in-habitants. The project appealed to the sense of local patriotismof the inhabitants of Lódz. On the day of the grand opening,customers were welcomed with an array of events, including

the opportunity to take part in a TV programme and weretreated with a live concert.

Jason Brooks Stars onVarenaVARENAVöcklabruck, Austria

Owned by: SPAR AGManaged by: SES Spar EuropeanShopping Centers GmbH

In a tough and competitive market place, Varena neededto launch a unique campaign that would establish it as theregion’s leading centre. The goal behind the opening cam-

paign was to give the mall fashion credibility and they re-cruited world-famous illustrator Jason Brooks to create acolorful and lively campaign to convey their fashion-fo-cused message to all age groups.

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Hollywood Fashion WeeksAllee Shopping CentreBudapest, Hungary

Owned by: ING Real Estate Development/Allianz LebensversicheManaged by: SES/SCM Shopping Center Management Kft.

During its first year of operation, Allee Shopping Centre started

a large scale fashion campaign to emphasise its retail offering,but now they wanted to link this profile with the centre’s leisureofferings as well. In order to do this, the centre developed afashion show series, organized in the scheme of iconic Holly-wood films and actors, and also held a “Go to Hollywood” com-petition for customers. For 2 weekends, customers weretreated with a total of 17 fashion shows and a fashion-themedgala.

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Business-to-Business (B2B)

Managed by: Congest Italia New Perspectives on the FutureCogest Italia

Milano, Italy

At Mapic 2010, the European real estate fair, Cogest Italia in-troduced 15 newly acquired malls in an innovative, original andmemorable media campaign based on 3D technology, aptlynamed “New Perspectives on the Future”. At the conference,3D glasses were handed out and gave prospects the chanceto see the malls from a completely new perspective and by theend, 100 retail chains had applied to enter the centres.

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Ibiza Party ClubbingCITYPARKGraz, Austria

Media Project: CosmoteThe Mall AthensAthens, Greece

Owned by: ECE—LAMDAManaged by: LAMDA Development S.A.

After 5 successful years, The Mall Athens set an objective toincrease its revenue through sponsorships and advertise-ments. In order to meet this new goal, the centre chartedareas to advertise in, created a promo product for advertising

clients, selected key industries that would provide a competi-tive edge, and partnered with a major telecom company, Cos-mote. Compared to the previous year, The Mall Athensincreased their additional revenue by almost half.

BEST OF BESTADA Shopping CenterAdapazari, Turkey

Owned/Managed by: Corio Turkey

As the first shopping centre in the city, ADA Shopping Center

faced a thread of new competitors. In order to achieve win-winresults for investors, retailers and customers, a retailer part-nership programme with a low cost marketing budget wasplanned. The campaign called “Best of Best”, directly impactedthe centre’s revenue through partnership, thereby protectingthe financial vitality of the centre and enhancing shopping ex-perience. Shop performance was measured through differentcriteria including shopfront designs, product range, customercommunication and sales revenue.

AdvertisingBaneasa Shopping City

Bucharest, Romania

Owned/Managed by: Baneasa Developments S.R.L.

Welcoming 18 million shoppers annually, Baneasa ShoppingCity understands the value of indoor advertising and the widebranding opportunities that it could provide advertisers, trans-lating into additional revenue for the centre. This strategy in-cluded forming an in-house sales team to present the centre topotential advertisers, and used an integrated mix of major ac-counts, tenant involvement and special projects. 9 major ac-counts signed on for multi-year contracts, representing 42% ofthe total yearly additional revenue.

Alternative Revenue

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Owned by: Bauvermietungsgesellschaft und Co KGManaged by: SES

“I Love Ibiza Party Clubbing” was a joint campaign with an eventcompany, and brought the extraordinary atmosphere from the Span-ish island of Ibiza to CITYPARK. The centre hosted a club night inthe shopping mall. The targeted audience, from 18 to 35 years, rep-resents downtown city urbanity and contemporary lifestyle. Interna-tional artists and dancers made for a superb party for more than1,500 party-goers. During the day, CITYPARK remained open for

business-as-usual, but in the evening it transformed into a hot nightclub, where you danced to electrifying house music until sunrise.

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Dolce Vita Band Casting 2010Chamartín Imobiliária CentresPortugal

Managed by: Chamartín Imobiliária

Augmented Reality of Diagonal MarDiagonal MarBarcelona, Spain

Owned by: QuinlanManaged by: CBRE

The Augmented Reality campaign of Diagonal Mar was an in-teractive way to link customers with the new technologies andat the same time increase attendance to the mall. The centredecided to reward their customers who spent 50 euros or more

with a promotional code that made them eligible to win a re-ward. Customers used a webcam to show their code and ifthey won, it would turn into a 3D image of their gift. Those whodid not win, were entered into a 500 euro raffle.

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Digital Media

Owned/Managed by: Corio Turkey

Threatened by the prospect of a new competitor centre open-

ing, “In Your Dreams” was created to meet Digital CRM objec-tives, while supporting wider marketing objectives; ofprotecting the market leader position and developing customerloyalty. Fashion was chosen as the theme and a competitionwas created—5 lucky women would win their dream fashionlook. The 5 winners would spend the day with a famousmodel, and would receive their dream look; a completemakeover including professional make-up, new hairstyle, newoutfits and accessories, and a lunch in the ADA centre.

CentrO Goes ViralCentrO

Oberhausen, Germany

Owned by: Stadium Ltd., EnglandManaged by: CentrO Management GmbH

The “CentrO Goes Viral” campaign was a social media campaignto promote the new Apple and Hollister store openings. Targetedat its young, new media affluent customer profile, CentrO used aviral new media strategy by spreading rumors about the potentialstores’ openings through selected web blogs. A succeedingFacebook photo contest continued the virus about the storeopenings with amazing results: 1.5 million media contacts and3,500 new Facebook fans contributed to CentrO’s most success-ful store openings in its14-year history.

In Your DreamsAda Shopping CenterAdapazari, Turkey

Dolce Vita Shopping Centres, throughout Portugal launchedthe Dolce Vita Band Casting, a garage band competitionsearching for new musical talent, in an effort to better commu-nicate the centre’s brands through online and social media. En-rollment for bands was to be made online, and a specificmicrosite for the competition was created and campaignedusing Youtube, Facebook and Myspace. The whole programmeproved to be a great success, with the enrollment of over 150bands across the country.

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GOMO—The Future of POS CommunicationEuropark SalzburgSalzburg, Austria

Owned/Managed by: SES Spar EuropeanShopping Centers

To ensure the best shopping experience possible, Europark

Salzburg concentrated on letting the customer decide whatand how much information is relevant to their lives. WithGOMO, an interactive information system, customers wereable to gather information regarding the shopping centreand were able to communicate by adding posts and com-ments.

CLICK FOR SUCCESSForum Gliwice Shopping Center

Gliwice, Poland

Owned by: DEKA ImmobilienManaged by: Avestus Real Estate

Forum Gliwice Shopping Center implemented a loyaltyscheme in which all tenants and customers particpated. Basedon a digital platform, this unique and comprehensive pro-gramme, called “KLIK”, hoped to increase traffic and footfall,and establish long-term relationships with customers. Throughthis programme, customers were given a coupon with anystore purchase which contained a unique code that wouldtranslate into KLIK points once entered on the website. Aftercollecting a certain number of points, the customer then ex-changed them for benefits and discounts.

Digital InvolvementFriis Aalborg CitycenterAalborg, Denmark

Owned by: DanicaManaged by: Steen & Strøm Denmark A/S

From the beginning, Friis was given a clear digital strategy. Ini-tially intended to support the opening, it was also designed tohelp create the necessary long-term awareness in the targetgroup for the new centre. “Shopping in the Front”, the centre’slogo clearly conveyed the centre as the most modern shoppingexperience and used digital media to support traditional mediaand convey this important message to customers. With social

networking, such as Facebook, the centre was able to build aloyal customer base and created a dialogue with them.

Gateway World Website RevampGateway Theatre of ShoppingUmhlanga, South Africa

Owned by: Primedia UnlimitedManaged by: Primedia Lifestyle

In order to achieve effective brand & marketing communicationgoals for a superregional shopping centre like Gateway The-atre of Shopping, it’s essential that only the most holisticstrategic marketing plans are put into action emphasisingGateway’s international standard of an in mall experience. Allof the amazing entertainment and shopping features of Gate-way had to be conveyed in a simple and effective mannerwithin their website. One important feature of the new websitewas a specialized section for tenants to update their site’s de-tails, promotions and even book exhibition space.

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Kanyon FitKanyonIstanbul, Turkey

Owned by: Kanyon Yonetim Isletim Pazarlama ve Ltd. Sti.Managed by: Eczacibasi Ilac San. and Is Real Estate Investment

Kanyon developed an innovative iPhone application in order to

drive more customers to the centre, while also promoting ahealthy lifestyle. The iPhone application “Kanyon Fit” was de-signed to calculate the amount of calories a visitor burnedwhile walking and shopping in the centre and outside it. With aspecial link to the Mars Athletic Club, customers could accessexercise tips, see healthy menu options at Kanyons restau-rants, and also calculate a person’s calorie intake. The iphoneapp attracted more than 6,000 people in 5 months!

KobiKanyon: A First forTurkey's Shopping Centres

KanyonIstanbul, Turkey

“MobiKanyon”, Kanyon’s mobile phone application allowed its shop-pers to learn all about Kanyon’s shops, services and activities. Withthis groundbreaking iphone application, Kanyon became the firstmall in Turkey to develop a mobile site and utilize digital media inthis way to market sales promotions and events.

New Arcaden Media ProjectKöln ArcadenKöln, Germany

Owned by: UIR Grundstücksgesellschaft mbH & Co. KGManaged by: mfi Immobilien AG

The goal behind Koln Arcarden’s new media project was to ex-tend the shopping centre’s reach in a meaningful manner witha digital marketplace; to bundle the huge diversity of offers, ac-tions and information offered by a centre (all the tenants andthe centre management) and communicate these in an up-to-date, direct and purposeful manner to different target groups.

Xmas IssueMarkedetHaugesund, Norway

Owned by: Steen&Strøm ASAManaged by: Steen&Strøm Norge

During the Christmas season, Markedet wanted to in-spire people to visit and buy gifts at the centre. Be-cause of a limited marketing budget, the centre reliedon digital media to attract customers. With over 4,300Facebook friends, and almost 5,000 members in

Markedet’s club, combined with their website, the cen-tre was able to reach their target group through a digi-tal magazine, “The Xmas Issue”, a combination ofproducts, models and videos conveyed their messageand over 8,000 people viewed it.

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Owned by: Kanyon Yonetim IsletimPazarlama ve Ltd. Sti.

Managed by: Eczacibasi Ilac San. andIs Real Estate Investment

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MMM Gift Card – OnlineMulti Mall Management CentresPortugal

Managed by: Multi Mall Management Portugal

After launching the MMM Gift Card in November 2009, theMulti Mall Management discovered that consumers between30 and 50 were more loyal and used the card more than theyounger target market. MTV Portugual’s 7-year anniversay af-forded them the perfect opportunity to engage this highly cov-eted age group, and the management group created apartnership with MTV that would offer tickets to MTV’s anniver-sary event for the card purchaser, successfully engagingyoung people.

From Sexta Avenida to 6th AvenueSexta Avenida

Madrid, Spain

Owned/Managed by: Corio Real Estate España SL

Using digital media to generate visibility for the centre whilealso bringing Christmas cheer to one lucky couple, SextaAvenida launched a couple’s competition through their web-site. Couples were invited to enter the contest, advertisedusing all forms of media, provided that one contestant per cou-ple was unemployed. The winning couple won a trip to NewYork City, including hotel, a Broadway show, dinner and a tourin a limo.

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2011 SOLAL MARKETING AWARDS JURY

Sofie BrammerSteen & Strøm Danmark A/S

Denmark

Kirsty Crawford

MadisonSohoUnited Kingdom

Loredana Maria PopaBaneasa Developments SRL

Romania

Marta DrzewieckaSCC Management Sp Z.o.o.

Poland

Filipa Fernandes

SES Spar European Shopping CentersAustria

Frank GuezeSCM Europe

The Netherlands

Jaques Sinke

2011 ChairmanMAB Development

The Netherlands

Ülker MelekJones Lang LaSalle

Turkey

Florence Ricou

Multi Mall ManagmentPortugal

Mauro RosettiNetwork Propaganda S.R.L.

Italy

Joan RourasDesigual

Spain

Barbara Somogyiova

List Fashion Group S.P.AItaly

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The ICSC Solal Marketing Awards bring together

the very best of retail marketing across Europe and South

Africa to reward those with the most effective

campaigns. Recognising best practice and

outstanding marketing performance, the

ICSC Solal Marketing Awards are seen as a benchmarkof quality throughout the industry.

For more information or to register for an ICSC global awards competition

visit www.icsc.org/globalawards 

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Visit ICSCʼs Global Awards Gallery, www.icsc.org/awardswebgalleryfor complete details for finalists.