2011 WINNERS

ICSC Solal Marketing Awards

Award Categories
Cause Related Marketing

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.

A single or ongoing event, programme or project, whose objective is to benefit a community cause thereby building centre 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 Advertising

Strategic 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 Promotion
Promotional 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 Extension

A complete campaign to introduce a new, refurbished or extended shopping centre.

Alternative Revenue
This category recognises efforts that directly impact a centres 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 centres financial vitality or innovative ways of generating new revenue sources.

Business-to-Business
A campaign or programme designed to benefit the leasing/letting of an existing or new shopping centre. Digital Media Strategic 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.

CAUSE RELATED MARKETING

Cuddle to Ajuda de Bero
Almada Forum
Almada, Portugal

Owned by: Commerz Real Managed by: Multi Mall Management

Well aware of its social responsibilty, Almada Forum decided to develop a campaign which aimed to help Ajuda de Bero, a charity organization devoted to sheltering abused children. Ajuda de Bero was facing serious economic problems, so Almada Forum stepped in and made this charity the focus of their 2010 Holiday campaign. In order to raise funds to keep Ajuda de Bero afloat, several methods were used, including a facebook page and the sale of bracelets that represented the cause. Over 50,000 euros were raised and donated.

Owned by: CRICommerz Real Investmentgesellschaft MbH Managed by: Multi Mall Management Portugal

Getting Healthy
Armazens do Chiado
Lisbon, Portugual

The Learning Shop

Blue Water
Greenhithe, United Kingdom

Owned by: Lend Lease, LLRP and various investors Managed by: Lend Lease

Its no secret that obesity is increasing all over the world. In order to address the global issue on a local level, Armazens do Chiado launched their Getting Healthy event to convey the importance of healthy living to the community. The 2-week event that ran from September 20 to October 1, focused on healthy food and education about nutrition, exercise and cooking. Experts from all over Portugal participated to help deliver this important message.

The Learning Shop is an on-site recruitment and training facility created 11 years ago as part of Lend Leases commitment to the local community. A partnership between Lend Lease, North West Kent College and Jobcentre Plus, it is a vital resource for the community and for Bluewaters retailers, providing trained and experienced employees. Never more important than in the current economic climate, 2010 was a record year in terms of the number of people that The Learning Shop assisted. In the last 12 months, it created employment for 4,000 people and trained 500 people.

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

Senior Citizens Parking

The Boulders Shopping Centre
Midrand, South Africa

A large part of the clientele that visits Boulders Shopping Centre is made up of senior citizens, who have been visiting since it opened 18 years ago. These senior citizens regard themselves as part of the centre 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 dedicated shoppers by demarking parking spots, specifically reserved for them and ensuring that they have unlimited free parking and round the clock security. The centre hosted a monthly tea party lunch and invited senior citizens to join and socialize without cost. 3

Cavendish Square Flagship CSI Programme

Cavendish Sqaure Shopping Centre
Claremont, South Africa

Owned by: OMIGPI Managed by: Old Mutual and Pareto

The Cavendish Square Flagship CSI Campaign was launched as a sustainable, long-term Corporate Social Investment programme that would have maximum appeal to Cavendish Squares target audiences. Campaign objectives sought to maintain the centres honourable reputation amongst local shoppers while raising essential funds for various NGOs, and more specifically HIV/AIDS and Literacy in the Western Cape. Cavendish Square also sought to increase awareness for the initiatives and ensure the project was well-supported by the local community.
Owned by: Stadium Ltd., England CentrO Goes Rizzi Managed by: CentrO Management GmbH CentrO Oberhausen
Oberhausen, Germany

Located in the Ruhr area of Oberhausen, which was also named the European Capitol of Culture for 2010, Centro Oberhausen wanted to launch an initiative directed at promoting the cultural education of young school children and raising funds for a childrens charity. The timing of this campaign coincided with the 60th anniversary of pop artist James Rizzi, so the centre transformed its entire Central Dome into a Rizzi masterpiece with more than 450 exhibits. The campaign brought the arts and culture to millions of art-inexperienced shoppers, involved 10,000 school children in a painting contest and generated 100,000 Euros in charity money for Germanys most well-known childrens charity.

Dolce Vita Orchestra

Dolce Vita Tejo
Amadora, Portugal

Owned by: Chamartn Imobiliria /ING Real Estate Development Managed by: Chamartn Imobiliaria

The Dolce Vita Orchestra was born in 2009, in partnership with the Music School of the National Conservatory, in an effort to address the communitys growing concerns with the supervision and socio-cultural education of the local children. Based on the success of another music programme, the Dolce Vita Orchestra offered musical training to 250 children as well as pyschosocial support for them and their families.
Owned by: Inter IKEA Centre Polska Managed by: Inter IKEA CentreGroup

Domoteka Design Days

Domoteka
Warsaw, Poland

As the only premier interior design centre in Poland, Domotekas mission is to know, offer and educate people in design, and, at the same time, support Polish creators and designers. During the Domoteka Design Days in May 2010, Polish painters, sculptors, photographers and fashion designers presented and sold their work in the centre. In addition to bringing in potential customers, the event promoted the importance of art and Polish artists. 4

Owned by: SESSpar European Shopping Centers Europark Shopping Center s.r.o. Managed by: Europark Shopping Center s. r. o.

Second Christmas
Praha, Czech Republic

Europark Shopping Cener in Praha, Czech Republic celebrated its birthday with the Second Christmas competition in which customers who registered for 8 euros, were eligible to win one of the centres spectacular prizes, including a vacation. Displayed in the mall was a giant calendar which unveiled a new prize each day and was awarded to one lucky customer. The big finale had 11,000 participants and over 92,000 euros was collected.
Owned by: Lamda Development S.A. The Smiling Child Managed by: ECELamada The Mall Athens
Athens, Greece

(Hamogelo tou pediou)

Christmas Magic Night 2009

MAR Shopping
Matosinhos, Portugal

Owned/Managed by: Inter IKEA Centre Group

The Mall Athens, through its marketing activities, constantly strives to support vulnerable and underprivileged social segments. One of these segments is a non-profit, organization entitled The Smiling Child (To Hamogelo tou Pediou), whose mission is to protect orphans and abandoned children, as well as entire families with serious problems, by offering them homes. The Mall Athens built the Smiling Child cottage in the mall where products from Christmas ornaments to notebooks were sold. All the profits went to the organisation.

In 2009, MAR Shoppings goal was to fulfill the Christmas dreams of 2 dozen underprivileged children in Matosinhos, Portugal. The children were asked to write a letter to Santa Claus, and working as a team, the entire staff of MAR Shopping, including the retailers, collected every item that the children asked for. On a magical night, the children arrived and were surprised by Santa, waiting for them with all their gifts.
Owned/Managed by: IKEA Shopping Centres

Give New Life to PlasticSave the Planet

MEGA Ekaterinburg
Ekaterinburg, Russia

As part of their ambitious plan to build their image as a socially responsible centre, MEGAs Give Plastic a New LifeSave the Planet campaign promoted an environmentally friendly lifestyle. The project consisted of the collection of plastic for recycling and the promotion of eco-bags as a replacement for plastic ones. Through demonstrations of eco-friendly habits and competitions, this important message was conveyed to all visitors and MEGA solidified their position as one of the most socially responsible centres in Russia. 5

Owned/Managed by: METRO Group Asset Mercator Center & M1 Meydan mraniye Managment GmbH & Co. KG

Ruhrgebiet Meets Istanbul 2010

Duisburg, Germany & Istanbul, Turkey

Connecting countries, connecting cities, connecting people, was the theme behind METRO Group Asset Managements cultural festival. With 2 of their centres in cities named European Capitals of CultureMercator Center in Duisburg, Germany and M1 Meydan mraniye in in Istanbul, TurkeyMETRO wanted to show their support of these cities. A Turkish-German cultural festival was the perfect way to bring these two cities and centres together. The festival featured international and local artists, dancers and entertainers, and a simultaneous, live broadcast was aired in both centres.
Owned/Managed by: METRO Group Asset Managment GmbH & Co. KG

Cooking Crown 2010Center Cooking Event

Metro Group Asset Management Centres
Germany

Yummy Mummy!
Mongolfiera Andria
Andria, Itlay

Owned by: Svicom - Sviluppo Commerciale Srl Managed by: Beni Stabili Spa

To strengthen their positioning within their local markets and to attract their key audiences, 13 Metro shopping centres launched a cooking event from April until October 2010. The multilayered concept consisted of free of charge cooking classes for pupils and for adults, as well as a cooking competition for adults. The cooking classes were given by a team of professional cooks. The events were supported by targeted communications campaigns and were highly visible in the centres. More than 1,253 pupils and 320 adults participated in the classes, 177 adults participated in the competition.

Mongolfiera Andria is known for its customer loyalty and, more importantly, its strong relationship with the community. With this in mind, and with Mothers Day approaching, this centre developed the Yummy Mummy competition aimed at collecting funds for the purchase of a kitchen for the Caritas Canteen. Mothers from all over Southern Italy submitted video recipes to win a voucher and get their video on a DVD to be sold. The centre received over 400 recipes and raised over 20,000 euros for Caritas Canteen.

Owned by: Sona Sierra/TIAA-CREF Norte Green Managed by: Sierra Management Portugal, SA NorteShopping
Porto, Portugal

NorteShopping has been fostering good environmental practices for a long time and has made efforts over the years to improve this crucial aspect. This past Christmas, NorteShopping launched an environmental campaign, Cycle and Switch on Our Christmas Tree to promote energy efficiency. The centre challenged visitors to produce human energy to turn on the Christmas tree lights by riding pedal bikes connected to the tree. Without the participation of visitors, the lights would remain off. This initiative engaged 33,000 customers who produced 51% of the total energy that NorteShoppings Christmas tree consumes during Christmas season. 6

Fairytale Marathon
Polus City Center
Bratislava, Slovak Republic

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

Polus City Center opened in 2000 and became the citys hotspot, but during the next years, 3 other malls opened. In March 2010, a 5th mall entered the market and the competition became stronger than ever. Polus needed to create a unique event in order to attract public attention, increase the community awareness and strengthen the image of family friendliness. The Fairytale Marathon event included theatre performances entertainment and competitions, all for children, and was used as a tool to support and develop creative thinking.

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

START! DESIGN!
Renoma Shopping Mall
Wroclaw, Poland

Renoma Mall has always played an important role in city cultural activities, not only as a significant retail symbol, but also a popular meeting place. Renoma answered the needs of the local market by inviting skilled students from local universities into a special design and educational programme led by the famous Polish designer, Maciej Zien. Over 250 students participated in the weekend workshops which were composed of lectures and training sessions, as well as a final design competition. The 10 best students were awarded a special apprenticeship at Ziens atelier.

1860 Mnchen at Riem Arcaden by mfi

Riem Arcaden
Munich, Germany

Owned by: UIR Managed by: mfi AIG

Riem Arcaden hosted the festivities for the 150-year anniversary of one of Germanys most-beloved sports clubs, TSV 1860 Mnchen. For ten days, an overwhelming anniversary programme entertained fans and visitors. Within the scope of an impressive exhibition, the clubs history was extensively documented. In addition, the 14 departments of TSV 1860 Mnchen presented a diversified campaign programme. The result: plenty of happy fans, numerous popularity points, days of intensive shopping in the Riem Arcaden and a memorable event that Munich wont forget so soon.

Owned by: EHL Real Estate Poland, LLC Winter Dance Academy Managed by: Nowe Centrum LLC Silesia City Center
Katowice, Poland

With many of Katowice, Polands young people spending their free time during their winter break at Silesia Shopping Center, the mall developed a projectthe 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 were built where professional coaches led 200 young people in free dance lessons. The event culminated in a final stage competition in which winners received prizes and vouchers. 7

Positively Inspired Shopping

Southgate Shopping Centre
Johannesburg, South Africa

Owned by: Broll Property Management (Pty) Ltd Managed 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 testing and medical aid. Southgate Shopping Centre, in Johannesburg, embarked on an outreach programme for volunteer testing and counseling at the centre. This centre provided the perfect opportunity to increase the number of people who know their HIV status, as the mall recieves well over a million visitors a month.
Owned/Manager by: Ivanhoe Cambridge

Be Part of Somones Memories

St. Enoch Centre
Glasgow, Scotland

St. Enoch Centre has worked in partnership with Glasgow City Council to encourage people to adopt children. With more than 1,000 children particpating, St. Enoch Centre hosted the Memory Wall which acted as the focal point for the Be Part of Someones Memories campaign, that was launched in order to help the citys children find a loving home. With a highly visible location, celebrity support and a profile launch in St. Enoch Centre, the campaign has delivered great benefits to the local community with a 36% increase in fostering and adoption enquiries based on the same period last year.

Le Favole Del Val Di Chienti

Val Di Chienti
Pierdiripa di Marcerata, Italy

Owned by: Various Owners Managed by: Cogest Italia

The Le Favole Del Val Di Chienti project was developed by Centro Commercial Val de Chienti to enhance local values, culture and traditions while raising funds for a good cause. A book filled with stories written by local children and illustrated by local artists was put together with the purpose of raising donations for Amblat, an association that provides support for families of children suffering from cancer.

Public Relations
Akmerkez FashiOnAir Pop-Up Project
Akmerkez
Istanbul, Turkey

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

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 longterm perspective supporting fashion and emerging designers, it expands the frontiers for hosting contemporary fashion. The project contains many firsts; assembling nearly 70 designers in different categories in a synergy of fashion and architecture; providing a platform where young designers can generate an audience and income for their new projects.

Managed by: Apsys Management Sp Zoo

STREET ART 3D
3Stawy, Janki, Ster, Korona
Poland

The marketing team at Apsys Management wanted to come up with a unique event that would not only attract customers to their centres, but also bring media interest. The Street Art 3D eventthe first of its kind in Polandwas organized at 4 of Apsyss centres. The exhibits depicted 3-dimensional pictures in the shopping centres, capturing images that reflected the local communities. In total, there were over 200 multimedia publications about this unique event.

Mens Playground
Baneasa Shopping City
Bucharest, Romania

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

Baneasas Mens Playground campaign, launched in May 2010, a usually slow retail month, was developed to increase sales in mens products. Research indicated that 48% of visitors were men and the centre needed to capitalise on these numbers, so the centre marked each weekend with activities specifically for men, such as foosball, videogames, and cars and motorcycles. The presence of Giancarlo Fischela, from Ferrari increased interest and brought high media coverage. All tenants selling mens products were asked to do a special promotion and as a result, sales increased 17%.
Owned by: Lend Lease & LLRP Managed by: Lend Lease

Theres no Stopping Bluewater

Bluewater
Greenhithe. United Kingdom

On December 18 2010, the UK was hit by some of the worst snow ever. Airports shut down, roads closed and the retail industry braced itself for the affects on footfall and sales at the most critical time of the year. Bluewater received nearly 30cms of snow on the final shopping Saturday before Christmas. Despite the weather, Bluewater remained fully open. More than that, Bluewater actively engaged with the media to secure positive media coverage. In less than a week, Bluewater generated 64 pieces of broadcast, national, regional and online coverage, with a total PR value of nearly 1.53 million. Over 95% of the coverage was positive. 9

Football, Fashion, Fine Art Winter Campaign

Cavendish Square Shopping Centre
Claremont, South Africa

Owned by: OMIGPI Managed by: Old Mutual and Pareto

The Football, Fashion, Fine Art Winter Campaign at Cavendish Square consisted of an event, communications and media strategy that sought to attract local and international visitors to the centre with a focus on the 2010 FIFA World Cup, Nelson Mandela Day and fashion. The centre devised a public relations programme and on-site activity that included fashion lunches, an art exhibition endorsed by FIFA and a dance flash mob. Results over the World Cup period proved that the campaign was most successful in obtaining substantial media interest and publicity for Cavendish Square.

Owned by: Europeancommercialproperties A Sweet Guinness World Record Italia SRL Centro Commerciale Carosello Managed by: Larry Smith SRL Carugate, Italy

Easter for Haiti

To capture the interest of the media, Centro Commerciale Carosello decided to obtain a Guiness World Record by creating a chocolate replica of Milans most famous symbol, the Duomo. But when the devestating earthquake hit Haiti, Carosello knew that this event had to be about more than just that. The centre sold the extra chocolate and donated the proceeds to build a house for the now homeless in Haiti. Partnering with the Italian nph Foundation, over 10,000 euro were raised. The event not only captured the interest of the country, but, more importantly, sent aid to a country in dire need.
Owned/Managed by: IKEA Shopping

CTC Days in MEGA Nizhny Novgorod

Kstovsky District, Russia

Family Shopping Centre MEGA Nizhny Novgorod Centres Russia & CIS The idea behind MEGAs CTC Days was to promote the centre as a family friendly place. Through a partnership with one of Russias most popular TV stations, visitors to MEGA could plunge into the fascinating world of television and try out life on the other side of the screen. They were able to take part in a family casting for Thats My Kid! and participated in interviews for CTC. The most exciting event during CTC Days was a visit to the mall by the cast of the popular sitcom, Daddys Girls The campaign was a complete success and solidified MEGAs position as a fun and friendly place.
Owned/Managed by: Multi Development

Guinness World Records Live!

Forum Istanbul
Istanbul, Turkey

Forum Istanbul planned the Guinness World Record Live! event, to communicate its differentiation from all the shopping and leisure offerings in the market. Together with Guinness World Records, an event was created where the visitors could attempt records and become genuine record holders instantaneously. Six weeks of activities took place in Forum Istanbul and it was followed by a five-month road show throughout Turkey in other Forums. This event had never been done on such a large scale in Europe and more than 20,000 people participated in the event during 6 weeks at Forum Istanbul. 54 people broke World Records! 10

Polish-Czech Slam Poetry

Galeria SFERA
Bielsko-Biala, Poland

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

SFERA, situated in Bielsko-Biala, only 40 km from the PolishCzech border, is aware of its multicultural popularity, so SFERA designed Polish-Czech slam poetry battle. The centre became a venue for an international underground poetry contest. 15 young poets performed their lines in both Czech and Polish languages to crowds. The customers visiting the mall became both an unexpecting audience and a jury at the same time. Consuming only 0.6% of the annual marketing and news about the event reached 250,000 people in the region.

Owned by: SCMSShopping Center Management Services nv Las Vegas Wedding Managed by: Credit Suisse Asset Management Galeries St Lambert
Lige, Belgium

Chapel

To celebrate Valentine's Day, a Las Vegas Wedding Chapel was installed at Galerias St. Lambert. This chapel was a life-size replica of one of the many wedding chapels made famous in Las Vegas. Over two days, nearly 150 couples, previously selected via a participation form, were invited to the chapel to marry...for fun! An Elvis Presley and a Marilyn Monroe impersonator directed the ceremonies, and each couple was given a marriage certificate (not legal) and photos were taken of them to remember this special day Istanbul Cevahir Shopping and Entertaintment Centre Managed by: Jones Lang LaSalle

Istanbul Cevahir 5th Year Activity

Istanbul, Turkey

Owned by: St. Martins

With the approaching 5th Year Anniversary of Istanbul Cevahir, the Marketing Team understood the unique opportunity available to create an event that would generate a huge volume of PR in order to sustain its past success and stand out against the emerging competition within its surroundings. The centerpiece of Cevahirs 5th year event was the playing card-made miniatures of historic worldwide symbols of Istanbul. In addition, the centre held workshops for children and hosted a 5th Anniversary cocktail party. The event was a huge success and garnered an increase of footfall and media impressions.

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

Talk of the Town: Virgin Radio Kanyon

Kanyon Shopping Centre
Istanbul, Turkey

Kanyon Shopping Centre created Virgin Radio Kanyon as an innovative PR tool to affect shopper moods in a hip, positive way. A broadcast studio was set up in a prominent location at the centre, with a professional DJ to play the music, which was chosen according to the preferences of the target market. Shoppers were able to watch the DJ live. This strategy was focused on appealing to the values of trend setters, and to media to cover the DJ events, songlist contests, Friday parties and more. 11

The Liberty Fashion Design Competition

The Liberty
Essex, United Kingdom

Owned by: Cosgrave Property Group Managed by: DTZ

The Liberty held a Fashion Design Competition, inviting 170 schools, colleges and universities across Essex and East London with young fashion students between the ages of 16-21 years. 21 finalists were selected and showcased their garments at a fashion show held at The Liberty on 25th June 2010. The Prize was an exclusive work experience placement with a top design team.
Owned by: Manufaktura Ltd. The Best Job Managed by: Apsys Management Manufaktura
Lodz, Poland

in the City

Meadowhall Exposed
Meadowhall Centre
Sheffield, United Kingdom

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

With Christmas time approaching, Manufaktura needed to differentiate itself in the market and attract regional and national media attention. Manufaktura created a unique event that involved guests and Lodz citizens in choosing The Santa Claus of Manufaktura. A special casting call was organised calling people to audition for The Best Job in the CitySanta Claus. People over 50 years old, with good sense of humor and recommendation from grandchildren could apply. The concept and execution of PR allowed Manufaktura to increase the advertising value equivalent over 6 times.

Managed by: Multi Mall Management Portugal

Despite a successful two decades, the profile of Meadowhall Shopping Centre had diminished, and both spending and footfall remained static. Meadowhall set out to re-establish itself as the regions leading fashion mall, creating three events to reengage consumers and the media, while targeting three consumer groups. The events, Pop-Up Boutiques, Meadowhalls 20th Birthday and Charity Chicks Pop-Up all served as a strategy to engage consumers from across the region, but secured coverage in the leading fashion media Cosmopolitan.co.uk, and helped to deliver a 5% uplift in target group visitation.

Multi Mall Management by Invitation Only

Multi Mall Management Centres
Portugal

For Multi Mall Managements centres, events are seen as a postitioning tool to differentiate their properties from the competition, but also remain cost effective. With that in mind, Multi Mall wanted to raise awareness of all their centres in Portugal and asked world-famous photographer Simon Alexander to exhibit his work in a multi-mall road show. Alexander took it one step further and organzied a new exhibit featuring well-known Portuguese musicians. The exhibit traveled from mall to mall, garnering an ROI worth well over 300,000 euros. 12

Summer Activities for Children

Port Lodz
Lodz, 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. Now competing with 2 other centres in the area, Port Lodz established a distinct identity as a family friendly centre. To promote this image, the centre planned a series of performances for children, ending with a final event The Festive End of Summer Holidays. The events provided the centre with a regular holiday audience and the final action attracted 60% more customers than the average weekend.
Owned by: Eurofund Investments Zaragoza Searching for Managed by: CBRE Puerto Venecia
Zaragoza, Spain

The Authentic Santa Claus

Africa Bike Week 2010

Shelly Centre
Shelly Beach, South Africa

Owned by: Sanlam Life Insurance Ltd Managed by: JHI

Puerto Venecia opened during 2008 and welcomed over 5 million visitors in its first full year. The relatively new centre faced the challenge of gaining notoriety and differentiating itself from its competitors. For Christmas 2010, Puerto Venecia didnt want just any Santa Claus. They wanted the best. A call for the perfect Santa went out nationally and a panel of 6 children and 6 adults chose the finalists. After it was narrowed down, the vote went out to the general public via Facebook. As a result, footfall increased by 11% and Puerto Venecia became the go-to-place for the holidays and year-round.

When Shelly Centre was asked to host the start of the mass motorcycle ride, part of Africa Bike Week, the centre wanted to do it with a bang. They formed a strategic partnership with Harley Davidson and visitors had the opportunity to get up close to the legendary bikes. Musicians and bands who were participating in the event also held autograph signings at the centre and Shelly Centre was also the offical sponsor of the Stunt Show. As a result, publicity for the centre was doubled from last year, they are now the official host for the next 10 years and have been asked to host other major events.

Owned by: Nowe Centrum LLC Art in a Material World Managed by: EHL Real Estate Poland LLC Silesia City Center
Katowice, Poland

Not only a mall, Silesia City Center is also a cultural meeting place that has become a cultural staple in downtwon Silesia. To continue building their relationship with the community and to increase footfall, the centre invited contemporary artists to fill the interior with art. The centre was turned into a space for art and culture, a Silecia succeeded in enhancing its image as a socially responsible centre.

13

Happiness Project
Sonae Sierra Centres
Spain

Managed by: Sonae Sierra

The key to Sonae Sierras marketing success is their understanding of their clients. A huge segment of their client base are families and many of their marketing campaigns are geared toward that cluster. The Happiness Project was focused on finding the keys of childrens happiness and ways to enrich their lives. With the help of a child pyschologist, workshops were held for parents and children in several of Sonae Sierras malls. The project was marketed through a national media tour and through Facebook and Youtube.
Managed by: Steen & Strm Centres

DM i SMS 2010with Guiness World Records

Steen & Strm Centres
Denmark

Hitting the Headlines

White Lion Walk
Guildford, United Kingdom

Owned by: Axa Sun Life Plc Managed by: Capita Symonds

Tired of the same old marketing schemes, Steen & Strm decided to tap into the high-traffic world of text messaging to attract the coveted 15-35 year-old demographic and bring major buzz to their centres. Partnering with Guinness World Records, Telia and Nokia, among other sponsors, all of Steen & Strms centres engaged in the worlds fastest text messager. The event was 100% financed by sponsors and the total PR was valued at 430,000 euros.

White Lion Walk is positioned in an affluent but competetive area, and with a very limited marketing budget, a proactive approach was required to ensure that White Lion Walk did not become lost in noise created by the competition. A strategic PR campaign was devised with the aim of achieving regular coverage of White Lion Walk and position the centre as an integral part of Guildford. As well as building on PR, the centre sought to develop relationships with key local partners that could link in with their promotional events. 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 Gifts

Bucharest, Romania

Consumer and Trade Advertising.

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

Baneasa Shopping City

A memorable, playful ad, where Christmas gifts become characters in a winter play, was the centerpiece of Baneasa Shopping Citys 2010 Christmas campaign. This ad managed to promote a huge variety of gift categories for all ages and types while maintaining the upscale positioning that the centre had established.

Owned/Managed: Steen & Strm Denmark A/S

Rebel Fashion Weeks

Bruuns Galleri
rhus, Denmark

Bryggen Breaks Away!

Bryggen
Vejle, Denmark

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

Each year, Brunns Galleri, Denmarks most visited shopping centre, holds a high-profile event, Weeks. For the 2010 Weeks event, the creative concept was Rebels, which formed the focal point of the entire campaign. The event encompassed all facets of rebellious expressionsart, music, digital media and, of course, fashion. The event included a live concert and workshops on art, green living and other topics and was advertised in magazines, newspapers, billboards, banners, on Facebook and Youtube.

Despite opening during the worst economic recession in recent history, Bryggen, thanks to a massive marketing push, has become the primary shopping destination in Vejle, Denmark. When H&M opened their new store there, the centre approached this opportunity with the same optimism. The Bryggen Breaks Away campaign introduced this international store to the citys market place and conveyed that Bryggens retail offering surpasses any of the competition. The initial teaser campaign, followed by the grand opening, peaked massive interest and attracted more than 11,000 customers on opening day.
Owned by: Old Mutual and Pareto Managed by: OMIGPI

Rediscover Cavendish Square

Cavendish Square Shopping Centre
Claremont, South Africa

The Rediscover Cavendish Square campaign was launched to communicate the changes to the Cavendish Squares tenant mix and in doing so, revitalize the centres brand image, renew consumer interest and reinforce its position as a leader and innovator. The campaign sought to achieve these goals by employing tactical messaging, innovative concepts, integrated channels of communication, significant tenant involvement, strategic partnerships, and sponsorships. The overall campaign significantly increasing publicity, foot count, turnover, as well as the Cavendish Square Facebook fan base. 15

Food Market Campaign

City Vest
Brabrand, Denmark

Owned by: Danica Managed by: Steen & Strm

City Vest wanted to capitalise on its unique offering of specialty grocery stores that are key to the centres success. The Food Market campaign was specifically designed to make the market central to the centres branding to create new growth for the centre. The campaign included different kinds of marketing, ranging from the publication of Madmagasinet (food magazine), special in-store, a broad spectrum of events with professional cooks, a food website with recipes and an advertising campaign, using everything from outdoor, radio spots and taxi wraps to web, print and PR.

Owned by: Danica Managed by: Steen & Strm

Shoes & the City2

City2
Hje Taastrup, Denmark

Hi Street/Fashion Lovers
Fields Copenhagen
Copenhagen, Denmark

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

After 35 years of success, City2 faced one of its toughest challenges: recovering footfall and spending after 2 major stores shuttered. City2 also found itself in serious competition and needed a powerful, larger than life campaign to breathe new life into the centre. Inspired by the hit TV series and movies, Sex and the City, this centre linked their main objectiveto strengthen their position as a modern centre with a focus on fashionto a passion for all modern women: shoes! A series of events was organised, including a private screening of the new Sex and the City movie.

After refurbishing a section of the mall, now called Hi Street, to optimize and increase customer flow and attract new tenants, Fields Copenhangen wanted to create the greatest possible impact with HiStreets unveiling. Fields had always been known as a frontrunner in fashion and trends in Denmark, and with that in mind, the Fashion Lovers campaign was launched. Fields Fashion Night Out became the grand opening of HiStreet and included live music and dance, fashion shows, a makeover event and special offers for visitors. With this initiative, Fields once again proved that they are still at the forefront of all things fashion.

Owned by: Old Mutual Investment Group Property Investments World Cup Campaign Managed by: Primedia Lifestyle Gateway Theatre of Shopping
Durban, South Africa

With the hype stimulated by the World Cup around South Africa and the world, and an estimated 400,000 visitors in South Africa, the challenge was to entice domestic & foreign visitors to visit Gateways Theatre of Shopping. They launched an integrated campaign that turned the largest shopping centre in South Africa into the must-see spot during the World Cup. Not only did the Gateway have a ticket and toursim centre, but also hosted numerous events to keep fans entertained, including a talent competition, a football exhibition, an art exhibition, dance and live music. 16

Incontri (POCO) Scontati

Gran Shopping Mongolfiera
Molfetta, Italy

Owned by: Forum Apulia Srl Managed by: Sviluppo Commerciale Srl

In todays competitive marketplace, Gran Shopping Mongolfiera needed a distinct and memorable campaign to break through the clutter of competitors. Instead of letting customers come to shop windows, this centre brought the store windows to the customers. A guerilla marketing campaign was introduced to the city of Molfetta, when an army of mannequins invaded the city, generating immediate public interactions and media. This spontaneous and unique campaign create unprecedented buzz for the centre and was documented in full by photos and videos posted on social networking sites.

Owned by: Ivanhoe Cambridge, Grupo Lar, Cesosa Hipermercados First National Siesta Contest Managed by: Gentalia Islazul Shopping Centre
Madrid, Spain

Club Le Cupole
Le Cupole
San Giuliano Milanese, Italy

Owned by: Credit Suisse Managed by: CBRE Espansione Commerciale

La Siesta (the nap) is one of Spains most beloved traditions, so Islazul Shopping Centre decided to use this as a way to generate awareness and recognition, increase footfall and maximise publicity. By turning La Siesta in a competition, where participants were challenged to take a nap in the middle of the mall and be judged based on five categories (time alseep, loudest snore, most eye-catching outfit, original sleeping position and crowd favorite), Islazul was able to connect their brand with this beloved tradition and promote the centre as a place where people could spend their leisure time.

As part of the promotion of Le Cupoles new website, the centre created Club Le Cupole, exclusively for customers with distinct advantages and benefits of membership. This club also provided the centre the opportunity to create an extensive customer database and start a loyalty and incentive-based programme based on the special benefits reserved only for Club members. The launch of the Club, and Le Cupoles new website was heavily promoted on social media networking sites like Facebook and Youtube.
Owned/Managed by: Inter IKEA Centre Group

Everything and More (Tudo e mais alguma coisa)

MAR Shopping
Matosinhos, Portugal

Despite being the largest shopping centre in Northern Portugual, MAR Shopping was still relatively unknown, having only been open a short time. To publicise its location and retail offering, an interactive billboard was set up at one of the citys most embelmatic buildings, which answered any and all questions about MAR Shopping. Via their mobiles, people would send their questions, and within a few seconds, an answer would appear on the giant screen. During the 6 months of the campaign, over 6,000 questions were received and answered. 17

Christmas at Maremagnum: Small Things Get Bigger Owned/Managed by: Corio Real
Maremagnum
Estate Espaa S. L
Barcelona, Spain

For the Christmas 2010 season, Maremagnum wanted to turn Christmas cliches upside down and took a local Catalonian tradition, the Caganer, and transformed it into a headline-grabbing display. The centre created a 6 metre-high figure of a Caganer, a symbol that is believed to fertilize the Earth and bring good luck to all who see it. The figure made the Guiness Book of World Records and, at the end of the Christmas season, was donated to the Catalonian Crib Association.
Owned by: Schroder Property Investment Management Italy Srl Managed by: Svicom Sviluppo Commerciale Srl

MAXXI SCULPTURES
Mongolfiera Lecce
Surbo, Italy

To strengthen the visibility of its brands, Mongolfiera Lecce wanted to move away from conventional marketing schemes and involve customers in their initiatives. 7 giant advertising sculptures, representing the retail offering of Mongolfiera Lecce, were placed throughout the city in strategic locations. Passersby were invited to record a video, and when the sculptures were moved back to the centre, they were turned into TV screens where these videos were played throughout the day.

Multi Mall Management Football Dream Factory

Multi Mall Centres
Portugal

Owned/Managed by: Multi Mall Management Portugal

Multi Mall Management jumped on the opportunity to create a different kind of campaign and established a partnership with Football Dream Factory, to launch a campaign during the 2010 FIFA World Cup. The concept was to create a programme that would turn a childs dream into realityto become a football star. In 9 of MMMs mall, football stars Luis Figo and Luis Filipe Scolari set up a workshop where kids can show off their skills with the hope of signing with one of Portugals best football clubs. In the end, not only did MMMs traffic increase, but one lucky childs dream was fulfilled!
Owned by: Nowe Centrum LLC Managed by: EHL Real Estate Poland LLC

Express YourselfA World of Inspiration

Silesia City Center
Katowice, Poland

Over the past five years, Silesia City Center has become the essence of a modern metropolis and urban lifestyle. In order to strengthen its position in 2010, the shopping centre adopted a strategy emphasising the emotional nature of the brand. The creative line was developed based on the impressionist poetry, maintained in a conventional, modern style of paintings, watercolors and color patches. For its customers, Silesia City Center has become a world of inspiration, senses, fun, fashion and entertainment. The brand gained a sensory dimension by provoking the imagination of its customers. 18

Delicious Alexandrium
Rotterdam, Netherlands

Sales Promotion & Events

Owned/Managed by: Corio

Alexandrium Shopping Center

Each year Alexandrium Shopping Center holds a culinary event. Delicious Alexandrium, and for the 2010 event, the centre wanted to surprise their customers, create a pleasant shopping atmosphere, extend the duration of stay and promote sales. To achieve these goals, the centre held cooking demonstrations, handed out samples, and with a purchase of 50 euro or more, customers were given a free apron. At the end of the event, a survey was conducted, with 21% of respondents saying they had spent more money as a result of the event, and 26% stayed longer.

Owned by: Old Mutual and Pareto Cavendish Square New Faces Search Managed by: OMIGPI Cavendish Square Shopping Centre
Cape Town, South Africa

VIP Day at Kanyon

Kanyon
Istanbul, Turkey

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

The Cavendish Square New Faces Search was launched to draw in and engage with a targeted audience of youthful shoppers by providing a platform for aspiring models to receive exposure and learn about the modelling industry as a whole. The integrated campaign set out to increase the long term loyalty of this market and highlight the centre as a market leader for fashion and serious shopping. The campaign results proved outstanding return on investment; evident in turnover, foot count, publicity and sponsorships, achieved through solid media partnerships and strong brand associations throughout the campaign period.

While Kanyon is known as a prestigious and innovative shopping centre with luxury shopping and dining, key figures in the business and entertainment community were not frequent visitors. Kanyon wanted to change that and came up with a VIP Day. Invitations were sent out, with coupons for valet parking, a massage, coffee and desert and a movie, all free. To keep the exclusivity of the event, Kanyon purposely did not invite the media to cover the event. Rather, the intention was to afford the guests such an enjoyable experience that they would tell their friends, families and professional colleagues about it, thus spurring increased sales from this market segment.

Owned by: OMLACSA Ltd and Pareto Ltd Hitched! Managed by: Old Mutual Investment Group: Property Investments Menlyn Park Shopping Centre
Pretoria, South Africa

Built around February, the month of love, the Hitched! campaign was designed to introduce a consolidated campaign that would be attention grabbing with impactful events and activities over a six-week period. The campaign consisted of several elements surrounding the theme of love, namely a wedding exhibition, bridal shows, speed dating, a Valentines concert and two competitions where the shopper could win a wedding or a romantic holiday to Mauritius. 19

Soccer at the Best Centre in South Africa

Menlyn Park Shopping Centre
Pretoria, South Africa

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

As the only superregional shopping centre in Tshwane, in the heart of South Africas executive capital city, Pretoria, Menlyn Park Shopping Centre needed a great promotion to capitalise on excitement leading up to the 2010 World Cup. They kicked off soccer fever with a celebration counting down to 100 days, 50 days, and then 10 days to the event. The entertainment continued with soccer-related exhibitions and screening of games, and the WAGS competition. Shoppers also had the opportunity to make use of the Menlyn Shuttle service, which offered trips to the Loftus matches and surrounding areas.

Managed by: OMIPGI

WAGS Campaign
OMIPGI Centres
South Africa

The WAGS campaign was a national campaign executed across 6 malls during the 2010 World Cup. The key to the was to conceptualise a unique campaign that would focus on increased spending. The spending power of footballers wives was the catalyst and the WAGs campaign was born. Shoppers were given the chance to win a day in the life of a footballers wife by simply spending on their Visa Cards or Mall debit cards. Six grand prizes were up for grabs, one per mall including 15,243 in total spending money (across all 6 malls) and the use of a private limousine for the day.

ContestWin 12 Fiats and 24 Vespas

Oriocenter
Orio al Serio, Italy

Owned by: CBREEspansione Commerciale Managed by: CBREEspansione Commerciale

From 18 June to 10 September 2010, Oriocenter shopping centre at Orio al Serio, Bergamo (Italy) organised a major competition with 12 Fiat 500s and 24 Vespas up for grabs. The Vespas and 500s took center stage in a spectacular maxi installation that took over the 80,000+ square-metre centre and its outer facade. The prizes and the imposing installations enabled Oriocenter not only to continue its tradition of ambitious and successful events, but also to achieve concrete business targets, with 1,500,000 tickets sold and increases of store traffic by + 4.5% and turnover by + 2.5%.
Owned by: SPAR Austria AG Vertical Catwalk Managed by: SES Spar European Shopping Centers GmbH SILLPARK
Innsbruck, Austria

SES-centre SILLPARK in Innsbruck offers over 30 fashion and lifestyle shops and is famous for hosting exciting fashion shows. To raise awareness, promote the shops in SILLPARK and to entertain young people and families, SILLPARK staged a unique fashion show by presenting fashion on a Vertical Catwalk, a reference to the stunning mountains and rocky walls around Innsbruck. Combining the show with a famous presenter and TV stars, the SILLPARK FASHION NIGHT was an extraordinary event for all guests. 20

World Cup Red Carpet Campaign

Umlazi Mega City
Durban, South Africa

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

In order for Umlazi Mega City to be part of the 2010 World Cup Celebrations, it was necessary to implement a promotional concept that would dazzle senses, touch hearts and stimulate minds.The World Cup Red Carpet Campaign promised to be that and more. The focus of the Red Carpet Campaign was an aggressive three weeks drive to encourage shoppers to spend a minimum of R100.00 (10,20) or more in any store in the centre and in return, they could be the proud bearer of an exclusive VIP ticket to a Red Carpet soccer-themed event hosted at UMC with a special celebrity guest.
Owned by: SES Spar European Shopping Centers Fashion-Models Managed by: ZIMBAPARK Betriebsgesellschaft mbH ZIMBAPARK Betriebsgesellschaft mbH
Brs, Austria

Zimbapark wanted to be percieved as a fashion centre and as a platform for young regional artists, so they invited Zimbapark magazine customers to compete in a modeling competition and be part of a fashion photo exhibition. The winners were styled by the fashion retailers and 3 young, up-and-coming photographers were chosen to take the photos, which were displayed on large canvases. Customer frequency, as well as sales in the particapting retail stores, increased during the 6-week exhibition, and the event generated mass publicity and media coverage for the centre and the photographers.

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Grand Opening, Anniversary, Refurbishment or Extension

Anatolium Grand Opening
Anatolium Bursa
Bursa, Turkey

Owned/Managed by: Corio Turkey

Anatolium Centre needed a high-impact launch to make the centre a retail destination. The marketing team wanted to deliver a campaign with long-term cost-effective results and convey Anatolium as a trendy lifestyle centre. To avoid the clutter and noise of the competition, a 5-step approach was developed to reach targeted groups. A series of activities, including a soft opening with a famous Turkish singer, was held. To build long-lasting relationships with customers, the centre also established a loyalty card and customer database.

Owned by: Klpierre Corvin Shopping Centre Budapest Managed by: Sgc Hungary Ltd. Corvin Shopping Centre Budapest
Budapest, Hungary

Opening 2010

Budapests newest shopping centre, Corvin, opened in October 2010 and to promote their opening, the centre implemented a series of guerilla marketing tactics and promotional events. During the week of the opening, the centre sent out yellow butlers through the city, wearing t-shirts with Corvins brand, to help people, whether it was carrying heavy packages or holding an umbrella over someones head. The centre also held a free concert every Wednesday until December, and provided family-targeted services. One week after the opening, footfall reached over 250, 000 guests.

Grand Opening
Friis Aalborg Citycenter
Aalborg, Denmark

Owned by: Danica Managed by: Steen & Strm

The task for Friis Aalborg Citycenter, after opening in March 2010, was to create a unique shopping environment with a strong profile. The new centre had to become an essential and integral part of the overall urban environment: an attraction in itself and the natural focal point for the regions shoppers and citizens. Drawing on the centres location in Aalborgs cultural heart and the large selection of fashion shops in Friis, the slogan Shopping in Front was developed and the brand was advertised through all types of traditional and digital media.
Owned by: LAMDA Development S.A. 2 YearsHAPPY Managed by: ECE LAMDA Hellas Golden Hall
Athens, Greece

BIRTHDAY

Golden Hall celebrated its second birthday with an innovative and unique event. From November 8th27th, anyone who visited the centre could win from a total of 1,000,000 euros in discount gift vouchers and 20,000 euros in cash, without any prior purchase. Through TV and radio advertisments, and also word of mouth, customers flocked to Golden Hall to see if they would be one of the lucky winners.

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Istanbul Cevahir Shopping Centre 5th Anniversary Owned by: St. Martins
Istanbul Cevahir Shopping Centre
Istanbul, Turkey

Managed by: Jones Lang Lasalle

With the approaching 5th Anniversary of the opening of Istanbul Cevahir, there was a unique opportunity available to create an event that would surprise and delight their customers while also interesting domestic and foreign tourists. The centre asked Guinness World Record holder, Bryan Berg, to replicate symbolic buildings and the centre, using playing cards. Due to the amount of time it took to create each replica, the campaign generated extended PR coverage and repeat customer visits, and culminated with a Knock Down gala.

Owned by: Sierra Management Portugal, SA Norteland Managed by: Sonae Sierra / TIAA-CREF NorteShopping
Porto, Portugal

To strengthen its position, NorteShopping felt the need to improve product attractiveness for families through a free childrens entertainment area, positioning the centre as a family friendly centre and added new values to the brand. In November 2010, Norteland, the 1st project of a new generation of Sonae Sierra playgrounds, was launched. Norteland is an innovative conceptual space for children between 3 and 10 years old, offering all families a unique area and a fun experience. Norteland achieved outstanding results, namely a 206% traffic increase, becoming a family traffic builder.

Opening Campaign of Port Lodz

Port Lodz
Lodz, Poland

Owned/Managed by: Inter IKEA Centre Polska

Port Lodzs opening campaign We Demand a Port for Ldz was an unconventional engagement campaign based on seafaring associations with the name of the new centre: Port Ldz (Port Boat), local conditions, the character of the city and its inhabitants. The project appealed to the sense of local patriotism of the inhabitants of Ldz. 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 were treated with a live concert.
Owned by: SPAR AG Managed by: SES Spar European Shopping Centers GmbH

Jason Brooks Stars on Varena

VARENA
Vcklabruck, Austria

In a tough and competitive market place, Varena needed to launch a unique campaign that would establish it as the regions leading centre. The goal behind the opening campaign was to give the mall fashion credibility and they recruited world-famous illustrator Jason Brooks to create a colorful and lively campaign to convey their fashion-focused message to all age groups. 23

Hollywood Fashion Weeks

Allee Shopping Centre
Budapest, Hungary

Business-to-Business (B2B)

Owned by: ING Real Estate Development/Allianz Lebensversiche Managed 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 centres leisure offerings as well. In order to do this, the centre developed a fashion show series, organized in the scheme of iconic Hollywood films and actors, and also held a Go to Hollywood competition for customers. For 2 weekends, customers were treated with a total of 17 fashion shows and a fashion-themed gala.
Managed by: Congest Italia

New Perspectives on the Future

Cogest Italia
Milano, Italy

At Mapic 2010, the European real estate fair, Cogest Italia introduced 15 newly acquired malls in an innovative, original and memorable media campaign based on 3D technology, aptly named New Perspectives on the Future. At the conference, 3D glasses were handed out and gave prospects the chance to see the malls from a completely new perspective and by the end, 100 retail chains had applied to enter the centres.

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BEST OF BEST
ADA Shopping Center
Adapazari, Turkey

Owned/Managed by: Corio Turkey

Alternative Revenue

As the first shopping centre in the city, ADA Shopping Center faced a thread of new competitors. In order to achieve win-win results for investors, retailers and customers, a retailer partnership programme with a low cost marketing budget was planned. The campaign called Best of Best, directly impacted the centres revenue through partnership, thereby protecting the financial vitality of the centre and enhancing shopping experience. Shop performance was measured through different criteria including shopfront designs, product range, customer communication and sales revenue.

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

Advertising
Baneasa Shopping City
Bucharest, Romania

Ibiza Party Clubbing

CITYPARK
Graz, Austria

Owned by: Bauvermietungsgesellschaft und Co KG Managed by: SES

Welcoming 18 million shoppers annually, Baneasa Shopping City understands the value of indoor advertising and the wide branding opportunities that it could provide advertisers, translating into additional revenue for the centre. This strategy included forming an in-house sales team to present the centre to potential advertisers, and used an integrated mix of major accounts, tenant involvement and special projects. 9 major accounts signed on for multi-year contracts, representing 42% of the total yearly additional revenue.

I Love Ibiza Party Clubbing was a joint campaign with an event company, and brought the extraordinary atmosphere from the Spanish island of Ibiza to CITYPARK. The centre hosted a club night in the shopping mall. The targeted audience, from 18 to 35 years, represents downtown city urbanity and contemporary lifestyle. International artists and dancers made for a superb party for more than 1,500 party-goers. During the day, CITYPARK remained open for business-as-usual, but in the evening it transformed into a hot night club, where you danced to electrifying house music until sunrise.

Owned by: ECELAMDA Media Project: Managed by: LAMDA Development S.A. The Mall Athens
Athens, Greece

Cosmote

After 5 successful years, The Mall Athens set an objective to increase its revenue through sponsorships and advertisements. In order to meet this new goal, the centre charted areas to advertise in, created a promo product for advertising clients, selected key industries that would provide a competitive edge, and partnered with a major telecom company, Cosmote. Compared to the previous year, The Mall Athens increased their additional revenue by almost half.

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In Your Dreams
Ada Shopping Center
Adapazari, Turkey

Owned/Managed by: Corio Turkey

Digital Media

Threatened by the prospect of a new competitor centre opening, In Your Dreams was created to meet Digital CRM objectives, while supporting wider marketing objectives; of protecting the market leader position and developing customer loyalty. Fashion was chosen as the theme and a competition was created5 lucky women would win their dream fashion look. The 5 winners would spend the day with a famous model, and would receive their dream look; a complete makeover including professional make-up, new hairstyle, new outfits and accessories, and a lunch in the ADA centre.

Owned by: Stadium Ltd., England CentrO Managed by: CentrO Management GmbH CentrO

Goes Viral

Oberhausen, Germany

The CentrO Goes Viral campaign was a social media campaign to promote the new Apple and Hollister store openings. Targeted at its young, new media affluent customer profile, CentrO used a viral new media strategy by spreading rumors about the potential stores openings through selected web blogs. A succeeding Facebook photo contest continued the virus about the store openings with amazing results: 1.5 million media contacts and 3,500 new Facebook fans contributed to CentrOs most successful store openings in its14-year history.

Dolce Vita Band Casting 2010

Chamartn Imobiliria Centres
Portugal

Managed by: Chamartn Imobiliria

Dolce Vita Shopping Centres, throughout Portugal launched the Dolce Vita Band Casting, a garage band competition searching for new musical talent, in an effort to better communicate the centres brands through online and social media. Enrollment for bands was to be made online, and a specific microsite for the competition was created and campaigned using Youtube, Facebook and Myspace. The whole programme proved to be a great success, with the enrollment of over 150 bands across the country.
Owned by: Quinlan Managed by: CBRE

Augmented Reality of Diagonal Mar

Diagonal Mar
Barcelona, Spain

The Augmented Reality campaign of Diagonal Mar was an interactive way to link customers with the new technologies and at the same time increase attendance to the mall. The centre decided to reward their customers who spent 50 euros or more with a promotional code that made them eligible to win a reward. Customers used a webcam to show their code and if they won, it would turn into a 3D image of their gift. Those who did not win, were entered into a 500 euro raffle. 26

GOMOThe Future of POS Communication

Europark Salzburg
Salzburg, Austria

Owned/Managed by: SES Spar European Shopping Centers

To ensure the best shopping experience possible, Europark Salzburg concentrated on letting the customer decide what and how much information is relevant to their lives. With GOMO, an interactive information system, customers were able to gather information regarding the shopping centre and were able to communicate by adding posts and comments.
Owned by: DEKA Immobilien CLICK FOR SUCCESS Managed by: Avestus Real Estate Forum Gliwice Shopping Center
Gliwice, Poland

Friis Aalborg Citycenter Managed by: Steen & Strm Denmark A/S

Digital Involvement
Aalborg, Denmark

Owned by: Danica

Forum Gliwice Shopping Center implemented a loyalty scheme in which all tenants and customers particpated. Based on a digital platform, this unique and comprehensive programme, called KLIK, hoped to increase traffic and footfall, and establish long-term relationships with customers. Through this programme, customers were given a coupon with any store purchase which contained a unique code that would translate into KLIK points once entered on the website. After collecting a certain number of points, the customer then exchanged them for benefits and discounts.

From the beginning, Friis was given a clear digital strategy. Initially intended to support the opening, it was also designed to help create the necessary long-term awareness in the target group for the new centre. Shopping in the Front, the centres logo clearly conveyed the centre as the most modern shopping experience and used digital media to support traditional media and convey this important message to customers. With social networking, such as Facebook, the centre was able to build a loyal customer base and created a dialogue with them.

Owned by: Primedia Unlimited Gateway World Website Revamp Managed by: Primedia Lifestyle Gateway Theatre of Shopping
Umhlanga, South Africa

In order to achieve effective brand & marketing communication goals for a superregional shopping centre like Gateway Theatre of Shopping, its essential that only the most holistic strategic marketing plans are put into action emphasising Gateways international standard of an in mall experience. All of the amazing entertainment and shopping features of Gateway had to be conveyed in a simple and effective manner within their website. One important feature of the new website was a specialized section for tenants to update their sites details, promotions and even book exhibition space. 27

Kanyon Fit
Kanyon
Istanbul, 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 a healthy lifestyle. The iPhone application Kanyon Fit was designed to calculate the amount of calories a visitor burned while walking and shopping in the centre and outside it. With a special link to the Mars Athletic Club, customers could access exercise tips, see healthy menu options at Kanyons restaurants, and also calculate a persons calorie intake. The iphone app attracted more than 6,000 people in 5 months!
Owned by: Kanyon Yonetim Isletim KobiKanyon: A First for Pazarlama ve Ltd. Sti. Turkey's Shopping Centres Managed by: Eczacibasi Ilac San. and Kanyon Is Real Estate Investment Istanbul, Turkey

MobiKanyon, Kanyons mobile phone application allowed its shoppers to learn all about Kanyons shops, services and activities. With this groundbreaking iphone application, Kanyon became the first mall in Turkey to develop a mobile site and utilize digital media in this way to market sales promotions and events.
Owned by: UIR Grundstcksgesellschaft mbH & Co. KG Managed by: mfi Immobilien AG

New Arcaden Media Project

Kln Arcaden
Kln, Germany

The goal behind Koln Arcardens new media project was to extend the shopping centres reach in a meaningful manner with a digital marketplace; to bundle the huge diversity of offers, actions and information offered by a centre (all the tenants and the centre management) and communicate these in an up-todate, direct and purposeful manner to different target groups.
Owned by: Steen&Strm ASA Xmas Issue Managed by: Steen&Strm Norge Markedet

Haugesund, Norway

During the Christmas season, Markedet wanted to inspire people to visit and buy gifts at the centre. Because of a limited marketing budget, the centre relied on digital media to attract customers. With over 4,300 Facebook friends, and almost 5,000 members in Markedets club, combined with their website, the centre was able to reach their target group through a digital magazine, The Xmas Issue, a combination of products, models and videos conveyed their message and over 8,000 people viewed it. 28

MMM Gift Card Online

Multi Mall Management Centres
Portugal

Managed by: Multi Mall Management Portugal

After launching the MMM Gift Card in November 2009, the Multi Mall Management discovered that consumers between 30 and 50 were more loyal and used the card more than the younger target market. MTV Portuguals 7-year anniversay afforded them the perfect opportunity to engage this highly coveted age group, and the management group created a partnership with MTV that would offer tickets to MTVs anniversary event for the card purchaser, successfully engaging young people.
Owned/Managed by: Corio Real Estate Espaa SL

From Sexta Avenida to 6th Avenue

Sexta Avenida
Madrid, Spain

Using digital media to generate visibility for the centre while also bringing Christmas cheer to one lucky couple, Sexta Avenida launched a couples competition through their website. Couples were invited to enter the contest, advertised using all forms of media, provided that one contestant per couple was unemployed. The winning couple won a trip to New York City, including hotel, a Broadway show, dinner and a tour in a limo.

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2011 SOLAL MARKETING AWARDS JURY

Jaques Sinke 2011 Chairman MAB Development The Netherlands

Sofie Brammer Steen & Strm Danmark A/S Denmark Kirsty Crawford MadisonSoho United Kingdom

Loredana Maria Popa Baneasa Developments SRL Romania Filipa Fernandes SES Spar European Shopping Centers Austria Frank Gueze SCM Europe The Netherlands Marta Drzewiecka SCC Management Sp Z.o.o. Poland

Mauro Rosetti Network Propaganda S.R.L. Italy Barbara Somogyiova List Fashion Group S.P.A Italy Joan Rouras Desigual Spain

Florence Ricou Multi Mall Managment Portugal

lker Melek Jones Lang LaSalle Turkey

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.

For more information or to register for an ICSC global awards competition visit www.icsc.org/globalawards

Visit ICSCs Global Awards Gallery, www.icsc.org/awardswebgallery for complete details for finalists.