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2010 WINNERS International Council of Shopping Centers, Inc. www.icsc.org/asiaawards ICSC Asia Shopping Centre Awards ICSC Asia Shopping Centre Awards recognizes excellence within the region’s shopping centre industry amd honours outstanding achievements in marketing and design/development of retail properties Award Categories MARKETING Advertising Strategic communications that advertise a shopping centre or company to its tar- get market(s). Alternative Revenue Programmes and initiatives intended to generate revenue that directly enhances the net operating income (NOI) of a shopping centre or company. Business-to-Business Efforts and initiatives originating from a shopping centre or compa- ny and directed to a retailer(s), trade group, investment community, or other targeted commercial interest. Cause Related Marketing A single or ongoing event, programme, or project that pri- marily benefits a charitable to community need, interest or cause. Grand Opening, Expansion or Renovation A comprehensive marketing cam- paign intended to introduce or reposition a new, expanded, or renovated shopping centre. Public Relations A planned public relations programme or initiative to primarily benefit the commercial interests of a shopping centre or company. New Media New for 2010, this category recognizes achievements in this area and the impact of digital strategic programmes and plans on the shopping centre industry; including web- sites, online branding, social media and mobile marketing to achieve brand and marketing com- munication goals for a shopping centre or company. Sales Promotions Programmes or events intended to directly impact retail sales and cus- tomer traffic. DESIGN AND DEVELOPMENT The Design and Development category recognized retail properties for their overall design quali- ties and creativity in development, through renovation or expansion of an existing property or in the innovative design of a new retail project. 3 2010 Asia Shopping Centre Awards Jury Carol Angelosanto Cecille Marvilla, CMD Marketing Warehouse Pty, Ltd. Araneta Center, Inc Australia Philippines Andrew W. Brien Phil McArthur, SCSM Suria KLCC SDN BHD Ivanhoe Cambridge Inc Malayisa India Pamela C. Bryson, SCMD Morgan Parker MAF Properties Consultant United Arab Emirates Hong Kong Karon Cameron Shahram Shamsaee Lend Lease Property Management Majid Al Futtaim Properties Singapore United Arab Emirates Jun Hu Shavak Srivastava Beijing Railway Retail Management Sq. Ft. Consulting China United Arab Emirates Nishank Joshi Vivienne Tan Inorbit Malls India Pvt. Ltd. Consultant India Singapore Hermawan Kartajaya Rowena M. Tomeldan Markplus, Inc Ayala Land, Inc. Indonesia Philippines Stuart Langeveldt Nopporn Witoonchart AMP Capital Shopping Centres Siam Future Development PLC Australia Thailand Frank Lo MulvannyG2 Architecture United States 4 ADVERTISING Centres less than 150,000 sq. ft. (13,935 m2) of total retail space QVB RELAUNCH ADVERTISING: THE MAGIC LIVES ON Queen Victoria Building Sydney, Australia OWNED BY: GIC MANAGED BY: Ipoh Management Services Pty Ltd PROFESSIONAL RECOGNITION: Emma Cook, Marketing Manager, Queen Victoria Building/Ipoh Management Services; Kirstie Foord, Group Marketing Manager, QVB/Ipoh; Sally Austin, Assistant Marketing Manager, QVB/Ipoh When the Queen Victoria Building was refurbished in 2009, a new advertising campaign “The Magic Lives On” was developed to drive consumers emotional connection with the brand and cap- ture the unique historical heritage that only QVB can offer was. To promote the total retail experi- ence, the campaign utilized various forms of print and outdoor media to become highly visible in the competitive market. THE STRAND ARCADE SPRING SUMMER 2010 CAMPAIGN The Strand Arcade Sydney, Australia OWNED/MANAGED BY: Ipoh Strand Pty Ltd PROFESSIONAL RECOGNITION: Juanita Chrisostomos, Assistant Marketing Mananger, The Strand Arcade; Kelly Berriman, Marketing Manager, The Strand Arcade The Strand Arcade’s Spring/Summer 2010 campaign revitalized its image as home to Australia’s best fashion. “Fashion First”, the campaign tagline, targeted the core audience of 24-29 year-old women, and launched promotions including a contest to win a winter wardrobe. The campaign, featuring print and online ads, worked to reinforce The Strand’s position in the highly competitive Sydney marketplace. ADVERTISING Centres of 150,000 to 500,000 sq. ft. (13,935 - 46,451 m2) of total retail space IN MUMMY IN KIDS SUZHOU INCITY PLAZA Suzhou, InCity Plaza Suzhou, China OWNED BY: SZITIC Commercial Property Co., Ltd. MANAGED BY: GMI Retail Management Co., Ltd. PROFESSIONAL RECOGNITION: K.L Piong, Mall General Manager, Suzhou INCITY Plaza; Fion Hui, GM of Business Management Dept., SZITIC Commercial Property Co., Ltd; Robin Fu, Area Marketing Manager, Suzhou INCITY Plaza; Cynthia Jiang, Marketing Assistant, Suzhou INCITY Plaza; Celine Chen, Marketing Assistant, Suzhou INCITY Plaza Suzhou INCITY Plaza launched the “In Mummy In Kids” campaign to promote its unique offer- ing of children and women’s wear. The campaign included three events: a mother and child fashion show, a storytelling contest and a family photography competition. To promote these events, a multi-media campaign, including print, TV and radio was launched. ADVERTISING Centres over 500,000 sq. ft. (46,451 m2) of total retail space INDULGE YOUR STYLE Castle Towers Castle Hill, Australia GOLD OWNED/MANAGED BY: QIC PROFESSIONAL RECOGNITION: Megan Zalloua, Senior Marketing Manager, QIC The advertising campaign “Indulge Your Style” was launched in August 2009 to highlight Castle Tower’s depth of offer and diversity. Promotional elements included a VIP programme, multi-tiered media campaign and in-centre events. The cam- paign’s results have exceeded all initial objectives to date; with an initial goal to minimize sales leakage. The campaign has seen the centre achieve consistent sales increases since the its launch. 5 INORBIT CYBERABAD LAUNCH CAMPAIGN Inorbit, Hyderabad Hyderabad, India OWNED/MANAGED BY: Inorbit Malls PROFESSIONAL RECOGNITION: Kishore Bhatija, CEO, Inorbit Malls (I) Pvt Ltd; Nishank Joshi, AGM- Corporate Communications, Inorbit Malls (I) Pvt Ltd Despite the worldwide recession, Inorbit Cyberabad opened its doors in October of 2009, and to announce its arrival, the mall launched a multi-media campaign. Vibrant and colorful, the campaign utilizied all facets of media, including print, outdoor and mobile strategies, to ensure that no potential customer would miss out and Inorbit Cyberabad was soon the city’s number one shopping centre. MELBOURNE CENTRAL: LIVING MELBOURNE Melbourne Central Melbourne, Australia OWNED/MANAGED BY: The GPT Group PROFESSIONAL RECOGNITION: Jessica White, Regional Marketing Manager, The GPT Group; Tess O'Connell, Marketing Manager, Melbourne Central Redeveloped in 2005, the new Melbourne Central launched a new brand “Living Melbourne” to reposition the centre’s identity as energetic, enthusiastic, authentic, spon- taneous and creative. A non-traditional approach was taken to implement the dynamic campaign, using lift backdrops, 10-metre high fabric banners, overhead escalator treat- ments and extensive online media channels were utilized. THE PLACE FOR YOU - MIRDIF CITY CENTRE Mirdif City Centre Dubai, United Arab Emirates OWNED/MANAGED BY: Majid Al Futtaim Properties PROFESSIONAL RECOGNITION: Pam Bryson, SCMD, VP Marketing, Majid Al Futtaim Properties; Sanjay Mehta, GM Marketing, Majid Al Futtaim Properties; Nada Abou Saab, Marketing Manager, Mirdif City Centre; Peter Zagalsky, Group Account Manager, Impact BBDO; Jesse Armstrong, Account Manager, Impact BBDO Set to open in March 2010, Mirdif City Centre unveiled a simple, yet highly effective promotion. A familiar ‘Post-it’ note symbol was used to convey a per- sonal approach to the audience. A two-week teaser campaign utilized giant yellow Post-it notes around town and incorporated a pre-opening sonic brand- ing contest where winners were selected to sing the actual centre’s jingle. VIVOCITY ADVERTISING CAMPAIGN - MAKE IT YOUR PLACE VivoCity Singapore OWNED BY: Mapletree Investments MANAGED BY: ViVoCity Pte Ltd As Trustee of VivoCity Trust. PROFESSIONAL RECOGNITION: Novia Yea, Assistant Marketing Manager, VivoCity Pte Ltd As Trustee of VivoCity Trust To reinforce its positioning as an iconic retail and lifestyle desitination, VivoCity needed to refresh its brand. The new concept “Make It Your Place” illustrated the VivoCity experience and reflected the vibrancy of the mall. The brand concept was extended across various tactical events to promote the mall as a one-stop shopping destination that offers the best shopping experience. 6 ADVERTISING Corporate/Company THE CHAMPION FAMILY: AN AUSTRALIAN INDUSTRY FIRST AMP Capital Shopping Centres Sydney, Australia PROFESSIONAL RECOGNITION: Stuart Langeveldt, Head of Marketing and Communication, AMP Capital Shopping Centres AMP Capital Shopping Shopping Centres developed a unique, industry-first marketing cam- paign in which a fictional family, The Champions, became the face of their brand. The Champions represent the typical family and were used for all campaigns, completely rebrand- ing the centre and creating a closer tie with its customers. AYALA MALLS U-FIRST CAMPAIGN Ayala Land, Inc. Makati City, Philippines PROFESSIONAL RECOGNITION: Marivic Añonuevo, Senior Vice President, Ayala Land Inc; Rowena Tomeldan, Vice President and Chief Operating Officer, Ayala Land Inc; Catherine Bengzon, Marketing Senior Division Manager, Ayala Land Inc; Vivian
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