2012 WINNERS Award Categories

ICSCSolal MarketingAwards 2012 WINNERS Award Categories

Cause Related Marketing Asingleorongoingevent,programmeorproject,whose The ICSC Solal Marketing objectiveistobenefitacommunitycausetherebybuildingcentre Awards bring together goodwillinitstradearea.Itmaybecharitable,promotea communitycauseorpresentaneventthatservesalocal the very best of retail interestorlifestyle. marketing across Europe Public Relations and South Africa Aplannedpublicrelationsprogrammeoractivitydesigned primarilytobenefitthecommercialinterestsofthe shopping to reward those with centre.Theobjectiveistoaddressashoppingcentre/company needratherthanacommunityneed. the most effective campaigns. Recognising Consumer and Trade Advertising Strategicortacticaleffortstoadvertiseashoppingcentre best practice and thatdemonstratescreativityandeffectiveness.Theentrycanbean integratedcampaignacrossseveralmediumsorbeonesingle outstanding marketing pieceofcreativeworkthataddressesandachievesaspecific objective. performance, the ICSC Solal Marketing Sales Promotion Promotionalormerchandisingeventsorinitiativesdesigned Awards are seen as a tostimulateincreasedsales.Thepromotionmusttakeplaceina centreandmayinvolvejointactivitywithretailers. benchmark of quality throughout the industry. Grand Opening, Expansion and Renovation Acompletecampaigntointroduceanew,refurbishedor extendedshoppingcentre.

Alternative Revenue Thiscategoryrecogniseseffortsthatdirectlyimpacta centre’sreve nueperformanceoroperationalefficiency.Theentry couldshowmarketing-ledinitiativesthatmaycomprise sponsorships,strategicalliances,endorsements,retailer partnerships,specialityleasingprogrammesthatgenuinelyaddto acentre’sfinancialvitalityorinnovativewaysof generatingnewrevenuesources.

Business-to-Business Acampaignorprogrammedesignedtobenefitthe leasing/lettingofanex istingornewshoppingcentre.

Digital Media StrategicprogramsandplansthatincludeWebsites,Online BrandingCampaigns,SocialMedia(Blogs,SocialMediaSites) and/orMobileMarketing(TextMessaging,MobileWebsites, MobileDirectories,etc.)toachievebrandandmarketing communicationgoalsforashoppingcentreorcompany. CAUSE RELATED MARKETING

Shoe Parade 8ªAvenida,SãoJoãodaMadeira,Portugal,SA Owner/Management Company: SierraPortugal 8ªAvenidawantedtobuildalongtermrelationshipwithits community,sotheydevelopedaneventthatwouldpromotelocal culturesandtraditionsbyfocusingontheregion’smaineconomic activity—themanufacturingofshoes.Engagingtheparticipationof localschools,8ªAvenidainvitedallstudentstodecorateshoe prototypesthatwouldbedisplayedandvotedon.4,200students participatedandtheinitiativewonpraisefromtheentire community.

Young Artists Group Exhibition Akmerkez,Istanbul,Turkey Owner: AkmerkezREIT Management Company: UcgenBakimYonetimHizmetleriA.S.

Withthefundamentalunderstandingthatartisanintergralpartof society.Akermezhasbeensupportingcultureandartssincetheday itopened.Throughthe“YoungArtistsGroupExhibition”, Akmerkezhascontinueditssupportofyoungartistsandcreateda specialareainthemalltohelpthemgainpublicrecognition. Thankstothisspecialevent,paintings,photos,sculpturesandother art,byover70youngartists,werebroughttogether.

Spelling Bee Days Atrio, Villach,Austria Owner/Management Company: SESSparEuropeanShoppingCenters LocatedinAustria,butonlyafewkilometresfromboththeItalian andSlovenianborders,Atrioservicesthreeregionsandhasthus adoptedaseznaconﬁni,orwithoutbordersphilosophy.Tocelebrate itsmulticulturalbackground,Atrialaunchedthe1stSenzeConﬁni SpellingBeeDays,across-bordereventwhere1,600students participatedinthespellingbee,alongwithotheractivitieslikea creativityandreadingcorner.

Hope Pop-Up Store BaneasaShoppingCentre, Bucharest,Romania Owner/Management Company: BaneasaDevelopments Usinganemptystore,BaneasaShoppingCentreopeneda“Hope Pop-UpStore”toraisemoneyforchildrensuﬀeringfromcancer.In partnershipwiththeRedCrossandPAVELFoundation,donated merchandisewassoldthroughanewretailconcept—thepop-up store.Thecharitableeﬀortsucceededinrasingover13,000euros throughouttheentiremonthitwasopen.

3 Sugars: The Bitter Truth ChatsworthShoppingCenter, Durban,South Africa Owner: SanlamLifeInsurancePtyLtd Management Company: JHI Situatedintheheartofitscommunity,ChatsworthShoppingCenter wasdeeplyaﬀectedbythewidespreaduseofdrugs,speciﬁcally ‘sugars’,adeathlycombinationofheroinandcocaine.Withthe assistanceoftheChatsworthAnti-DrugForum,thecentredecided totakeactionandcreatedacomicbookaddressingtheseriousef- fectofsugars.20,000copieswereprintedanddistributedtothe60 schoolsintheChatsworthcommunity.

Mammoths are Alive! ForumGliwiceShoppingCenter, Gliwice,Poland Owner: DEKAImmobilien Management Company: AvestusRealEstate In2011,ForumGliwicedecidedtowidentheiroﬀerofeventsand openedanexhibitoficeageanimals.Tomakethisexhibiteven morereleventtothecommunity,themammothwasselectedasthe campaign’smascot.MammothsandthecityofGliwicehaveastrong connection,withoneoftheonlycompleteskeletionsoftheanimal beingfoundrightinGliwice.Thecenteralsoaddedaneducational component,includingmultimedialectures,guidedtoursand workshops.

Beauty & the Beast ForumGliwiceShoppingCenter,Gliwice,Poland Owner: DEKAImmobilien Management Company: AvestusRealEstate Initsmarketingprogram,ForumGliwicereliesonitssocialvalues andcommunityoutreachactivities.In2011,thiscentrelauncheda long-terminitiativetosupporttheﬁghtagainstbreastcancer. Auctions,freemedicalexams,concerts,workshopsandother activitieshavenotonlyimprovedthesocialimageofthecentre,but, moreimportantly,helpedraiseawarenessaboutthiscause.

Blind-Friendly Customer Service ForumIstanbul,Istanbul,Turkey Owner/Management Company: MultiDevelopmentTürkiye Evenwithallitsuniqueaspects,ForumIstanbulwantedto diﬀerentiateitselfevenmoreinthehighlycompetetiveTurkish market.Thecentreaimedtomakeitsmarkthroughcustomer serviceinitiativesandextendedtheirhandicapservicestothe visuallyimpaired.Thecentreimplementedseveralchangestothe malltomakeaccessandshoppingeasierfortheblindandaptly kickedoﬀthesechangesonWorldBlindDay.

4 Love Out Loud GatewayTheatreofShopping, Durban,SouthAfrica Owner/Management Company: OldMutualProperty DuringAprilandMay2011GatewayTheatreofShoppinglaunched the“LOL”or“LoveOutLoud”campaigntostartalocalinitiativeto addresstheneedsoftheunderprivilegedcommunities.With povertyrifeinSouthAfrica,Gatewaywantedtoraiseawareness abouttheneedsofthesecommunitiesbyinvitingcustomersand tenantstodonatecashandgoodstowardsaselectedorganisationor charitythatdirectlyaddressedabroadspectrumofneedsandmake acontributiontobetterthelivingstandardsoftheunderprivileged.

23rd Kids Center GebzeShoppingCenter, Kocaeli,Turkey Owner: DogusRealEstate Management Company: JonesLangLaSalle IncelebrationofNationalSoverigntyandChildren’sDay,Gebze ShoppingCenterimplementedthe23rdKidsCenter,anextensive socialresponsibilityprojectwherechildrenareintroducedtowork lifewhilestillhavingfun.2,000kidsparticipatedbytakingoverthe dutiesofthecenter’semployees,fromretailstaﬀtomall management.

Market Day Hoog Catharijne 2011 HoogCatharijne, Utrecht,TheNetherlands Owner/Management Company: CorioNederland DuringtheirMarketDay,HoogCatharijne,oneoftheNetherlands busiestshoppingcentres,hostedover500buddingentrepenurial students,givingthemthechancetopresenttheirproductsand servicesinapublicmarketformat.Theeventexpressedthecentre’s commitmenttoDutchyouthandsupporttheirendeavorsinto business.

Green New Year Project IstanbulCevahirShopping, Istanbul,Turkey Owner: St.Martins Management Company: Pradera TheGreenNewYearProjecturgedvisitorsofIstanbulCevhir Shoppingtoliveagreenerlifestyleandbringtheirwastetothe centretoberecycled.Wastepaperwasmadeintoseedcardstobe plantedaroundthecentreandcreateanewgreenspaceﬁlledwith trees.Inadditiontothe2,000customersthatparticipated,24 tenantsmadesubstantialﬁnancialcontributions.

5 'Ask Postanesi' (Love Post Office) IstinyePark,Istanbul,Turkey Owner: DogusRealEstate&OrjinGroup Management Company: IstinyeYonetimHiz.veTic.A.S. Withtechnologytakingovercommunication,postcardsand hand-writtenlettersarebecomingathingofthepast.Butfor Valentine’sDay,IstinyeParkwantedanostalgiceventandlaunched the“LovePostOffice”togivepeoplearomanticwaytoexpresstheir love.Atemporarypostofficewasbuiltinthecentrewhere customerscouldsendaletter,postcardortelegraphtoalovedone.

Mending the Souls of Needy Children Kanyon,Istanbul,Turkey Owner: EczacibasiIlacSan.andIsRealEstateInvestment Management Company: KanyonManagementandMarketing Hometomanyluxurylabels,Kanyonwantedtoexpanditsmarket andsoftenitsimage,throughacommunityservicecampaignthat wouldbeneﬁtunderprivilegedchildren.Thecentreenlistedthelocal community,aswellascelebrities,tocometogetherandknitscarves forchildreninTurkey’sstate-runboardingschools.Morethan1,500 scarvesweremade,culminatinginaseriesofeventsinwhichthe kidswerepresentedwiththesespecialgifts.

Xabor—From the Olive Tree to Twitter MadridXanadú,Arroyomolinos,Spain Owner/Management Company: IvanhoeCambridge Sinceit’sopening,MadridXanadúhasbeeninvolvedin variouscampaignswiththegoalofmaintainingandimprovingits perceptionasanenvironmentallyfriendlyfacility.In2011,the centre,whichissurroundedbyolivetrees,decidedtomakeitsown oliveoilandmarketeditextensivleythroughsocialmedia.

Handicapped People W/O Battery Powered Wheel Chairs Malatyapark,Malatya,Turkey Owner: MGGMalatyaGirisimGrubua.s. Management Company: JonesLangLasalle Withtheslogan“LetThereBeNoHandicappedPersonwithout BatteryPoweredWheelChairs”,Malatyaparkundertookamission toprovidetheseexpensive,butmuchneeded,wheelchairstothose without.ThroughthesupportoftheGovernor,non-proﬁt organisations,tenantsandconsumers,25wheelchairswere purchased.Theprojectnotonlysucceededinprovidingthemuch neededwheelchairs,butalsoinspiredotherbusinessesthroughout thecitytotakeonsocialresponsibilitycampaigns.

6 It’s Good to Be Together. The Independence Day. Manufaktura, Lodz,Poland Owner: Horyzont Management Company: ApsysManagement FormanyinLodz,Poland,IndependenceDayissolemn,serious occasion,withonlyoﬃcialservices.In2011,Manufakturawantedto livenupthecelebrationandemphasizetheirpositionasthebeating heartofthecity.Becauseofthenatureofthisholiday,theeventwas focusedonthemilitary,withanexhibitionofarmyequipment, photos,livehistorygroupsandashootingrange.Over45,000 peopleparticipatedinthislivelyevent,makingsurethatfuture IndependenceDaycelebrationswillbefunandexciting.

Ecological MEGAmarathon MEGA, Kazan,Russia Owner/Management Company: IKEAShoppingCentersRussia&CIS Inrepsonsetothegrowingenvironmentalconcernsamongthe peopleofKazan,Russia,MEGAcreatedanon-proﬁt,ecological projecttoeducateitscustomers.The“EcologicalMEGAMarathon” combinedtheideaofimprovingthecity’sgreenzones,andthe centreorganizedgroupclean-upsandgaveparticipantsthechance towinprizesasathankyoufortheirhelp.

Bust Forward RenomaShoppingCentre, Wroclaw,Poland Owner: DHRenomaSp.zo.o. Management Company: CentrumDevelopmentandInvestmentsPolska RenomaShoppingCentreislocatedinthecoreofthecityof Wroclaw,inthedistrictwherethemajorityofinhabitantsareaged 40andover.Fromtheverybeginning,theshoppingcentrehas focusedonthelocalcommunitybycarryingoutnumerous educativeandsocialprogrammes.“BustForward”wasonesuch eventthatseekedtoinformthecommunityaboutbreastcancerand providedfreeexamsforwomen.

Classics Challenge RiversideMall, Nelspruit,SouthAfrica Owner: OldMutualProperty Management Company: PrimediaLifestyle Asanintegralpartofthecommunity,RiversideMallwantedtogive back,especiallytotheirloyalelderlycustomers.The“Classics Challenge”wasafuneventthataimedtoraisemoneytoimprove thelivesofNelspruitseniors.Prominentcommunitymembers participatedinachallengeandlivedinthemallfor2dayswhilethey seekeddonations.TheSurvivor-likechallengewasahugesuccess withallmoneyraisedgoingtonursinghomesaroundthecity.

7 Celebrities Contribute Their Fantasy SpandauArcaden,Berlin,Germany Owner: UIR Management Company: mfimanagementfürimmobilienAG Easter,atimeforcelebrationandrebirth,wastheperfecttimefor SpandauArcadentolaunchamulti-colored,sociallyresponsible campaignthatwouldbenefitthedisadvantaged.Keepingwiththe themesofEasterdecorations,thecentrerecruitedlocalcelebritiesto helpcreatedecorationsandeastereggs,tothenberaffledoff,with theproceeds,over15,000euros,donatedtotoaninitiativefor troubledyouth.

My Greener Glasgow St.EnochCentre,Glasglow,UnitedKingdom Owner: IvanhoeCambride Management Company: St.EnochCentre 2011sawtheﬁrstfullyearoftradingforSt.Enochaftercompleting its150millionredevelopment.Eagertobalancethisimpressive growthbyreducingitsimpactontheenvironment,thecentre embracedagreenactionplanencompassingwaste,energy managementandcommunityengagement.St.Enochlaunched“My GreenerGlasgow”,anartanddesigncompetitionforsecondary schoolpupils.Theprojectwasalsocreatedasavehicletohighlight thecentre’snewstatusasbeingazerowasteshoppingcentre.

Usce Stark Magical City UsceShoppingCenterBelgrade,Serbia Owner: JVMPCProperties-BankofAmerica(MerrillLynch) Management Company: ConﬂuencePropertyManagement RecognizingtheChristmasperiodasoneofthemostimportant familyholidays,UsceShoppingCentercreatedaworldclass experienceandtransformedthecentreintointoamagicalcity,a fairytalethatbecamereality.For45days,guestswereabletovisitan iceskatingrink,attendperformances,walkthroughSanta’sMuseum andattendcreativeworkshops.

Artic Christmas Vestsjællandscentret,Slagelse,Denmark Owner: Danica Management Company: Steen&Strøm ThemainobjectiveforVestsjaellandscentret’s“ArticChristmas”was toheightenawarenessoftheWorldWildlifeFundandtogenerate fundsforfoundationsthatworkinarticregions.Thecampaignwas implementedover4weeks,usingaggressivemarketingtools, including2magazinesdedicatedtothecause,malldecorationsand socialmediaengagement,alongwithin-malleventslike“Adopta PolarBear”.

8 The Biggest Clothline On Earth MultiMallManagement,Portugal Management Company: MultiMallManagement Portugal Amidtheeconomiccrisis,MultiMallManagementPortugalgot backtobasicsandimplementanation-wideChristmascampaign appealingtothefundamentalvalueofChristmas:solidarity.Team- ingupwithPortugueseNGOEntrajuda,whohelpedidentifythe needsofhundredsoffamilies,andthepublicTVchannelRTP1who helpedpassthemessageandbrokeaGuinnessWorldRecordbydo- natingclothingforthe“BiggestClothlineonEarth”Christmas campaign.Intheend,33,000piecesofclothingwas donated. Growsmart GrowthpointProperties(Pty)Ltd,Claremont, SouthAfrica InSouthAfrica,schoolscontinuetofaceamajorliteracy crisis,leavinghundredsofthousandsofchildrentofacetheirfuture unpreparedandunskilled.GrowthpointPropertiesinitiateda campaignaimedatgeneratingawarenessoftheimportanceof literacyandchanginglearningbehaviour.TheGrowsmartinitiative encouragestheimprovementofliteracyskills,facilitatesreading practiceanddictionaryworkandsubstantiallyrewardsschoolsand learners.TheGrowsmartvisionistoexpanditsfootprintannually, embracingmoreschoolsandimprovingthechancesandchoicesof thousandsofchildrenalongtheway.

Ladies Clubs GordionandErzurumShoppingCenters, Turkey Management Company: Redevco “LadiesClubs”wasdevelopedasauniqueprojecttorecognisethe busyandoftenselﬂesswomenofTurkey.Toprovidewomenwith opportunitiestosocialize,learnnewthingsorenjoyhobbies,a “LadiesClub”wassetupinbothGoridonandErzurumandmem- bersoftheclubswereabletorecievespecialdiscountsand oﬀers.

PUBLIC RELATIONS

Big City Life Dance Weeks AlleeShoppingCenter,Budapest,Hungary Owner/Management Company: SESSparShopping Centers Duringthespringof2011,AlleeShoppingCenterwantedto emphasizeitsfashionoﬀeringthroughadanceshowserieswiththe themeofbigcitylife.Thecampaignalsoincludedaprizetripto NewYorkCity,conveyingthemessage,thatlikeNewYork,Allee ShoppingCenterneversleeps.

The Campania Garden Campania,Marcianise,Italy Owner/Management Company: CorioItaliasrl Campania,inMarcianise,Italy,implementedaninternalwaste managementpolicyandaneducationalprogramtocombatthe widespreadtrashcrisisthatfacedthecity.Theprogramwas intendedtospreadawareness,and,asasymbolofthisnewmission, CampaniabuiltL’Orto,aneducationgarden,whereallorganicwaste fromthecenteristransformedintocompost.

The Center of Taste Campania,Marcianise,Italy Owner/Management Company: CorioItaliasrl IncollaborationwithSlowFood,aninternationalnon-proﬁt organization,Campaniaimplemented“TheCenterofTaste”,giving customersthechancetoparticipateinworkshopsfocusedona varietyofgastronomytopics,taughtbySlowFood’smasterchefs. TheeventwasfreeforCampania’scustomersandbolsteredpositive publicity.

Cavendish Square Royal Winter CavendishSquareShoppingCentre, Claremont, SouthAfrica Owner: OldMutualPropertyandParetoLtd.Property Management Company: OldMutualProperty TheroyalthemeforCavendishSquarewinterstrategywasinspired bytwocelebrityinternationalroyalweddingsthattookplacein2011. Thecampaignembracedﬂowers,art,displays,fooddemonstrations, fashions,abridalshowandaprincessparty.Asaresult,mediaand publicityincreased,and,bycreatinganinnovativecampaign strategythattiedinwitheventsofglobalandregionalsigniﬁcance, CavendishSquarewasabletodominatelocalmediaspace,and sustainthatdominanceoverthewintermonths.

10 Inspiring Healthy Living for a Healthy Planet CavendishSquareShoppingCentre, Claremont,SouthAfrica Owner: OldMutualPropertyandParetoLtd.Property Management Company: OldMutualProperty Theinspirationforthe2011CavendishSquaresummercampaign wasdrawnfromglobaltrends—healthylivingandahealthyplanet. TheCapeArguscycletourofCapetownwastheperfectﬁtfor Cavendishtomaketheirmessageheard,andthecentrebecamethe oﬃcialpartnerofthecycletour.Thepartnershipearnedmorethan 200,000eurosworthofpublicityforthecentre.

1000 auguri a impatto 0 (A 1000 no-impact wishes) CentroCommercialeCarosello, Carugate,Italy Owner: EuropeancommercialPropertiesItaliaS.r.l. Management Company: LarrySmithItaliaS.r.l. The2011holidayeventforCentroCommericalCarosellostemmed fromtherefurbishmentofthecentrethatwasfocusedon sustainability.The“1,000NoImpactWishes”eventfellwithinthe centre’smissionofenvrionmentallyfriendlycampaigns.Through thisevent,thecentrewantedtoeliminateenergywaste,including decorationsmadefromscrapandrecycledmaterialandChristmas treeslitupbyalternativeenergy.Thiseventprovedthatenergy conservationispossible,evenforalargecentre. Art Arrived at Colombo Colombo, Lisboa,Portugal Owner: SonaeSierra/CBRERPFIFund Management Company: SierraPortugal,SA Wantingtochangeitsperceptioninitscustomerseyes,Colombo partneredwithBerardoMuseumtoexhibitartworkinthecentre. “ArtArrived”wasdesignedtoattractandretainurbancustomers whoaremodern,educatedandsophisticated.Theexhibitfeatured fourinternationallyrenownedartistsandeachpiecewaschosen carefullybythemuseum’scuratorandwasexhibitedoverthecourse ofamonth.

Marmara Forum's Holiday Lighting Ceremony ForumMarmara,Istanbul,Turkey Owner: MultiCorporation Management Company: MultiDevelopmentTürkiye AsForumMarmaraisstillanewcentre,creatingbrandawareness andimageisessential.Asimpleholidaytreelightingceremonywas notenoughtomakeahighimpact,soForumMarmaracreateda multi-facetedilluminationceremonythatgarnereda267%returnin mediaexposure.Atopcelebritywastappedtoturnthelightson, alongwithasocialmediacontest,andacelebritymeetandgreet.

11 Gebze Center Kral FM & TV Studio GebzeCenterShoppingCenter,Kocaeli,Turkey Owner: DogusRealEstate Management Company: JonesLangLaSalle Evenbeforeitsopeningin2010,GebzeCenterhadalready establishedanpermanent,activeradiostudiointhecentre.In partnershipwithKralGroup,oneoftheleadingmusicchannelsin Turkey,thestudiowasbuiltinjustthreemonths,andisnowamajor draw,withmanyfamousmusiciansperformingthere.Inaddition, theradiostationfeaturesacompleteprogramwithinterviewsand concerts.

The Dark Side of Ducale IlDucale, Vigevano,Italy Owner: BeniStabilisiiq,CoopLombardia,IlSagittario Management Company: CogestItaliaSrl IlDucalehadalwaysbaseditsactivitiesonservice,withthe objectiveofbeingasocialmeetingpoint,notjustashoppingcentre. Withthisismind,IlDucalecreated“TheDarkSideofDucale”,to celebrateHalloween.Thisinnovativeevent,uniqueinItaly,focused onfamilyentertainment,includingfacepainting,themed photoshootsandgames.

Retail in a Box Kanyon, Istanbul,Turkey Owner: EczacibasiIlacSan.andIsRealEstate Investment Management Company: KanyonManagement Kanyonpioneeredpop-upretailingwhentheycomissionedatop Turkisharchitecttotransformaclassiccargocontainerintoamini retailspace.Eachmonth,adifferentretailerwoulddesignandbrand thepop-up,givingthespaceitsownuniquelook.Overthecourseof 12months,16differentretailersutilizedthespace,andpromotions, discountsandotherincentiveswereofferedtoshopperswhovisited.

Kids Dino Dig Kanyon, Istanbul,Turkey Owner: EczacibasiandIsRealEstateInvestmentTrust Management Company: KanyonManagement Gettingyoungparents,muchlesschildren,tospendtimeina shoppingmalllocatedinamassivemetropolisisadaunting challengeforretailers.ButKanyonfoundawaytodrawparentsand childrenwithacleverpublicrelationsevent.“DinoDig”was conceivedasafun,yeteducational,explorationandexcavation activityforchildren.The24dayeventdrewnearly2,000children and1,273parents.

12 Go Racer Kanyon, Istanbul,Turkey Owner: EczacibasiandIsRealEstateInvestmentTrust Management Company: KanyonManagementandMarketing Typically,attractingteenagersisnotamajorissueforshopping malls.Butengagingtheminordertoturnthemintoloyalcustomers isanotherchallengealtogether.Kanyonfoundawaytointeractwith theminafunwaywithaclevermonthlongPRevent.Kanyon createdTurkey’sﬁrstevermotorscootertournamentofuniversity studentstobeconductedatashoppingcentre.

Ask the Author Kanyon, Istanbul,Turkey Owner: EczacibasiandIsRealEstateInvestmentTrust Management Company: KanyonManagementandMarketing Kanyonwishedtoamplifyitsimage,expanditsmarket,andenable itsshopperstointeractwiththemediaﬁrsthand.Theybroughtone ofTurkey’smostpopularandrespectedsocialjournalistsfora fabulousfour-dayprograminvolvingthelocalcommunity, celebrities,students,mediatoaskthefamousjournalistswhatever theywanted.

Walk the Talk On the Catwalk KoldingStorcenter,Kolding,Denmark Owner: KoldingStorcenter Management Company: Steen&Strøm “WalktheTalkOntheCatwalk”focusedonfashion,andwith120 shops,gaveKoldingStorcenteraperfectplatformtoshowcaseits oﬀerings.Acatwalkwasbuiltthroughoutthecentre,and,inaddition tothephysicalpresenceofthecatwalk,socialmediaoutletswere alsousedtowidentheimpactofthisevent,includingaspecial mobilephoneappandQRcodes.

Toy Tester Meadowhall, Sheffield,UnitedKingdom Owner: (Joint)BritishLand&LondonStamford Properties Management Company: SmithYoungPartnership Drawingattentiontothelaunchoftheir2011“PassporttoSummer” campaign,MeadowhallShoppingCentrecarefullycrafteda publicitystuntthatwouldseetheappointmentofitsfirstToy QualityControlAnalyst.Thispositionwouldeventuallybefilledby a12-yearoldschoolboy.Recognisingthatsummerisanotoriously difficulttimeforparentstokeepchildrenentertained,thisquirky approachworkedperfectlytoengageMeadowhall’sfamily consumerswhilecapturingtheimaginationandattentionofthe nationalmedia. 13 Elvis Live PolusCityCenter, Bratislava,SlovakRepublic Owner: ImmofinanzImmobilienAnlagenAG Management Company: EHLRealEstateSlovakia,s.r.o. Withgrowingcompetitioninthemarket,PolusCityCenter embarkedonapublicrelationscampaignintendedtoattractboth customersandmediaduringthesummermonths.“ElvisLive”wasa uniqueexhibitionofElvisPresleymemorabilia.Tokickoftheonce- in-a-lifetimeevent,PolusheldanopeningceremonyfeaturingLas Vegas-stylefakeweddings,andtwoElvisimpersonatorstoentertain thecrowd.

The Big British Break TheChantryCentre, Andover,UnitedKingdom Owner: Axa Management Company: CISLtd Inordertocapitalizeonspingbreak2011,TheChantryCentre createdavibrantgardensettingforfamilies,withafulllineupoffree eventsforEaster,Mother’sDayandincelebrationoftheroyal wedding.Thegardencreatedanopenspaceforchildrenand parentstospendtheirfreetime,allwhiledrivingfootfalltothe centre.

Leonardo: Inventions Beyond Time Exhibition MetroPropertiesShoppingCentres,Turkey Management Company: MetroProperties ThemissionofMetroPropertiesistocarryoutinnovativeandcre- ativeeventsthatsupportthecommunities,bothsociallyand culturally.Theexhibition“Leonardo:InventionsBeyondTime”was oneoftheseinitiatives.TheexhibitfeaturedreplicasofDaVinci’s interactivemechanicalinventionsanddrawings,allopentothe public,increasingfootfallby21%.

MMM & MTV Toy Exhibition EspaçoGuimarães,ForumAveiro, ForumCoimbra,ForumViseu, Portugal Management Company: MultiMallManagementPortugal Followingitsstrategytopartnerwithestablished,strongbrands, MultiMallManagementPortugalpartneredwithMTVtocelebrate its7thanniversaryinPortugal.Auniqueexhibition,MTVtoyswere customizedanddecoratedbyPortugesemusicartists,andtraveled throughoutallofMultiMall’sproperties.

14 CONSUMER AND TRADE ADVERTISING Opera Show Akmerkez, Istanbul,Turkey Owner: AkmerkezREIT Management Company: UcgenBakimYonetimHizmetleriA.S. “OperaShow”wastheﬁrstofitskindinTurkey,bringingsingers fromtheIstanbulStateOperatoperformatAkmerkez.Dressedup ascustomersandemployeesofthecentre,thesingerssurprised mallguestsbuybreakingintospontaneoussong.Intwodays,word hadspreadabouttheimpromptuperformancesandsixtythousand peoplevisitedthecentreforthechancetowitnesstheseamazing momentslive.

Armazéns do Chiado Lisbon Meeting Point ArmazénsdoChiado, Lisbon,Portugal Owner: CRI-CommerzRealInvestmentgesellschaftmbH Management Company: MultiMallManagementPortugal WiththegoaloffurtherenforcingArmazénsdoChiadoasthe oﬃcialLisbonmeetingpoint,thiscentrecreatedavintagepiece,set upattheentranceofthishistoriccentre.Astrategiccommunica- tionscampaign,“MyHeritageisWhereIFindYou”,wassetupto thespreadtheword.

Relaunching Campaign BonarkaCityCenter, Krakow,Poland Owner: RolandInvestmentspzo.o. Management Company: BonarkaManagementspzo.o. Despiteasuccessfulopeningand200Christmasseason,footfall andturnoverfellsigniﬁcantlyatBonarkaCityCenter.Afteran analysisshowedthatpeoplepercievedthecentreasunattractive andexpensive,Bonarkalaunchedastrategythatwouldrevitalize thecenter.Basedona“Sex&theCity”theme,thecentrewantedto conveyurbanfashionandglamour,andcreatedtenadvertisingsets toredeﬁneBonarka’simage.

Black Issue - Spring Fashion Bruun'sGalleri, ÅrhusC,Denmark Owner/Management Company: Steen&Strøm DenmarkA/S Sinceitsopening,Brunn’sGallerirunsalargespringfashioncam- paignaimedatretainingcustomerloyaltyandmaintainingitsposi- tioninthemarketplace.Fortheir2011campaign,Brunn’sconcept wassimple—“TheBlackIssue”,playingwiththeconceptofstrong blackandwhiteimages,combinedwithvibrantcolors.Brunn’salso distributedamagazinethatreinforcedthetheme,alongwithinmall events,includingaphotoexhibition.

15 Fashion Week CascaiShopping CascaiShopping,Cascais,Portugal Owner: SonaeSierraandRockspring Management Company: SierraPortugal,S.A. CascaiShopping’s“FashionWeek”celebratesthearrivalofnew collections,rangingfromfashionandaccesoriestotechnology.The 11-dayeventoﬀeredcustomersfreefashionconsultations,wherenot onlyadvicefromexpertswasgiven,butcustomerswheretaken aroundthemallbyfashionexpertstogivethemthebestpossible service.Totalsalesincreasedby20%.

Once Upon a Time Colombo, Lisboa,Portugal Owner: SonaeSierra/CBRERPFIFund Management Company: SierraPortugal,SA ToreinforceitspositioningasthenumberonemallinLisboa,with over400shops,Colombodevelopedauniqueadvertisingcampaign, “OnceUponaTime”,thatreﬂectsthecentre’simage.Throughthe useof3Dimagetechnology,theadcampaign,featuringsurreal, fairytalethemedimages,conveyedthatColombois“everythingyou couldimagine”.

Fashion is Cool. Styling is Everything. Field'sCopenhagen,Copenhagen,Denmark Owner/Management Company: Steen&StrømDenmarkA/S InCopenhagen’shighlycompetitivemarket,Field’sstandsout amongtherest,butwantedtoinspireitsfemalecustomerseven morebycreatingthegreatestwalk-inclosetinDenmark.Field’s introducednewfallstylesandcollections,andthroughitsnew advertisingcampaign,invitedcustomerstoparticipateinfashion eventsandcompetitions.Thecampaignfocusedonstrongvisuals, usingblackandwhiteelementstocontrastthevibrantcolorsofthe clothing.

Local Stars ForumKayseri,Kayseri,Turkey Owner: UnionLeasing Management Company: MultiDevelopmentTürkiye WhenMultiDevelopmentTürkiyedecidedtoexpanditsshopping centreempiretoKayseriinDecember2011,theyweretakingona majorchallenge.Tosucceedinpopularizingthenewcentrewould requirelocalizingitandwinningthesupportofpeople‘intheknow’. Theadvertisingconceptfocusedonlocalpeopleandwerechosen throughaFacebookcompetitionandturnedthewinnersinto Kayseristars.

16 Gateway Theatre of Shopping Holiday Line-Up GatewayTheatreofShopping, Durban,SouthAfrica Owner/Management Company: OldMutualProperty GatewayTheatreofShoppingpreparedforthearrivalof3million touristsinDecember2011byarrangingahostofactivitiestokeep shoppersentertainedandensurethatGatewayistheultimate entertainmentdestinationinDurban.Thelineupwasputtogether tocatertoadiversecustomerbaseandincludedseveralconcertsby internationalartistslikeLil’WayneandDeadMau5.Promoted throughanintegratedmarketingcampaign,theeventsbrought morethat3.4millionpeoplethroughGateway’sdoor.

Gateway Theatre of Shopping Right Royal Affair GatewayTheatreofShopping, Durban,SouthAfrica Owner/Management Company: OldMutualProperty Forthethirdyearinarow,Gatewaywantedtocapitalizeon VodacomDurban,areveredhorseraceinthecity.Breakingfromthe lasttwoyears,Gatewaygrewtheannualeventsintoadayandnight entertainmentextravaganza,supportedbyasix-weekintergrated marketingcampagin.The“RightRoyalAffair”tookthisannual eventtoawholenewlevelandfoottrafficincreased86%fromthe previousyear.

Face of Gordion GordionShoppingCenter, Ankara,Turkey Owner/Management Company: Redevco Asresultresultoffiercecompetition,Gordionhadtomakeaclear statementdifferentiatingtheirofferingfromtheothermallsinthe area.Theydecidedtorecruitcelebritiestobethe“Faceof Gordion”.CaglaSikelwaschosentorepresentthecentre,andmeet andgreetswereplanned,aswellasaphotoshootandabehind-the- scenes-film.Thecampaignsucceededinraisingawarenessof Gordionandfootfallincreasedbyover30%.

Sales in the Shade GranShoppingMongolfiera, Molfetta,Italy Owner: Forumapulias.r.l. Management Company: Svicoms.r.l. Duringthesummerof2011,amassiveheatwavehitand peopleflockedtothecoastalbeachesforrelief.Knowingthattheir targetcustomerwasatthebeach,GranShoppingtookthesalesto them.Comingupwithaninteractive,originalcommunications strategywastheinspirationbehindthistacticandthecentreoffered unexpectedservicestobeachgoers,likefreeumbrellasandwater bottles,allbrandedbythecentre’slogo.Thestrategyworkedand hadeveryonetalking!

17 X-mas Choir Clash GränbyCentrum, Uppsala,Sweden Owner/Management Company: AtriumLjungbergAB Wantingtodosomethingdiﬀerentfortheirholidaycampaign, andusethisopportunitytoentertainandinvolveitsloyalcustomers, GränbyCentrumreachedouttocommunitychoirstoparticipateina competition,withthewinnertakinghomeanextravagantprizeafter customersvotedontheirfavoritethroughFacebook.Theeventwas promotedthroughsocialmedia,inadditiontotraditionalmarketing outlets.

Go Racer Kanyon, Istanbul,Turkey Owner: EczacibasiandIsRealEstateInvestmentTrust Management Company: KanyonManagementandMarketing Typically,attractingteenagersisnotamajorchallengeforshopping malls,butengagingandturningthemintoloyalcustomersisa hardertask.WhenKanyonlaunched“GoRacer”,theycreateda comprehensivecampaignthatconsistedofvariousprintmaterials, alongwithstudentbrandambassadors.Theeventculminatedina ﬁnalracefollowedbyamassiverockconcert,winningtheloyaltyof theteenagecustomerbase.

Retail in a Box Kanyon,Istanbul,Turkey Owner: EczacibasiandIsRealEstateInvestmentTrust Management Company: KanyonManagementandMarketing Inaneﬀorttoboostitsbrandandrevitalizeitsadvertisingstrategy, Kanyonlaunched“RetailinaBox”,pioneeringpop-upretailin Turkey.Throughonlineandprintpromotion,alongwithretailer publicrelationactivity,hundredsofshoppersvisitedthisnew retailingconcept.

Corte WebStar LaCorteLombarda, BellinzagoLombardo,Italy Management Company: CogestItaliaSrl

Duringthesummerof2011,LaCorteLombardalaunched“Corte Webstar”,acampaigntoincreaseinvolvementandentertainmentof LaCorte’sloyalcustomers.Astagewasbuiltintheplazaofthe centre,andwasopenedtoanyandallwhowishedtoperformand becomea“webstar”.Allperformanceswerebroadcastedandshared throughFacebookandYoutube,bolsteringthecentre’swebpresence andcreateanonlinecommunityofLaCortecustomers.

18 Markedet Fashion Team Markedet, Haugesund,Norway Owner: Steen&Strøm/Kleppiere Management Company: Markedet ThegoalofMarkedet’s“FashionTeam”wastoreinforcetheir positionandtoincreasefootfallandturnover.Ateamofﬁvepeople withapassionforfashionanduniquestyleweremadeinto ambassadorsofthecentre.Thecombinationsocialmedia,eventsat thecentreandprizesspreadenthusiasmthroughoutthecommunity andsalesincreasedby25%!

Feast RiversideMall, Nelspruit,SouthAfrica Owner: OldMutualProperty Management Company: PrimediaLifestyle RiversideMallservedup“Feast”,amonth-longexplosionoffood andfun.Theintegratedcampaigncomposedofpromotions,events andcompetitionsfocusedonfood.“Feast”culminatedinafoodfair andtheWorldChef’sTourAgainstHungerevent,withcampaign resultsshowinga1%year-on-yearincreaseinfoottraﬃc,turnover reachingan11%increase,andmoreimportantly,almost$60,000 worthoffoodwasraisedtohelptheplightofstarvingchildrenin SouthAfrica.

Brand Yourself TheZone@Rosebank, Rosebank,Johannesburg,SouthAfrica Owner/Management Company: OldMutualProperty TheZone@Rosebankunderwentamajorrefurbishment,andafter fouryearsofconstruction,thecenterwasre-launchedin2012with the“BrandYourself”campaign.Socialmediawasrecognizedasthe keytoolandwasimplementedthroughSMSmessaging,website andFacebook,focusingontheZoneshoppersandtheunique oﬀeringsatthiscentre.

Art & Fashion Vestsjællandscentret, Slagelse,Denmark Owner: Danica Management Company: Steen&Strøm Bycreating“Art&Fashion”,VestsjællandsCentret(VSC)managed tobreakawayfromthemainstreamandpresentshopperswith somethingtrulyunexpectedandoriginal.Sixnationallyrecognized artistswereinvitedtocreateuniqueworksofartbasedonitems foundintheVSCshops.Itwasuptothemtocreatepieceswith enoughstarqualitysotheycouldenteratextmessageauction.All proceedsfromtheauctionweredonatedtotheDanishCancer Society.Theresulting13worksofartbecamethecentrepieceforthe graphicallyarrestingcampaign,uniqueeventsandabroadmixof media. 1 SALES PROMOTION AND EVENTS

Acerte no Preço/Get the Price Right DolceVitaCoimbra,DolceVitaDouro,DolceVitaOvar, DolceVitaPorto,DolceVitaTejo,Portugal Management Company: DolceVitaShoppingCentres Inajointactionofthebrand,theDolceVitaShoppingCentres launchedaninnovativecampaigncalled"AcertenoPreço(Getthe PriceRight).Thisuniqueinitiative,neverbeforeheldinPortugal, consistedofanunusualpartnershipwithanappliancesbrand,LG ElectronicsPortugal,andintendedtoboldlymarktheseasonof summerpromotions.Thechallengemadetovisitorswastoguess thetotalpriceofashowcasefeaturingproductsoftheLGbrand, suchasLEDdisplaysandhomecinemas,amongothers.

Queues ARE BACK! BonarkaCityCenter, Krakow,Poland Owner: RolandInvestmentspzo.o. Management Company: BonarkaManagementspzo.o. TopositionBonarkaCityCenterastheplacetogoforthebestretail oﬀering,BCCsetupaninteractivepromotionusingRabatomats (rebatemachines),locatedinkeyareastodistributecouponsand carryoutpromotionsandlotterys.Almost70,000promocodeswere registeredand50,000couponsweregiven,increasingfootfallby15%.

Fashion@cube ForumAveiro, Aveiro,Portugal Owner: CBREGlobalInvestors Management Company: MultiMallManagement Withtheirnewevent,Fashion@cube,ForumAveiroreplaced traditionalfashionshowswithaninnovativewaytopresentits retailers’oﬀerings.Usingliveshopwindows,modelsdisplaya diverserangeofproductsinthefashioncubes,aswellasfashion adviceforcustomersfromwell-knownfashionandTVpersonalities. ThecentrepromotedthiseventthroughaFacebookcompetition.

“TAKE OFF” with Marmara Forum ForumMarmara, Istanbul,Turkey Owner: MultiCorporation Management Company: MultiDevelopmentTürkiye “TakeOff”withFormumMarmarawasa360degreeexperiencein theshoppingcentertostageitsfirstsalespromotioneventsinceits opening.Aone-weekconsumerevent,justbeforethesummer vacationseasonwhenothershoppingcentreswererelativelyquiet promotionally,wasconducted.Theapproachwastoenticeshoppers tomakeaminimumpurchasethatwouldqualifythemtoparticipate inaflyinggame—avirtualjumpingactivitythatwasfilmedfrom abovewith360-degreetechnologyondozensofvideocameras,then broadcastonsocialmedia.Facebookfansvotedontheirfavorites. ThewinnerwonavacationfortwoinAmsterdam. 20 Surprise Season Kanyon, Istanbul,Turkey Owner: EczacibasiandIsRealEstateInvestmentTrust Management Company: KanyonManagementandMarketing TogetajumponNewYearssales,Kanyonconcievedanovel, month-longsalespromotioncampaignthathadshoppersflocking toitsretailers.Kanyondesignedasurprisegifthouseinthecentre ofthemall,whereretailerscontributedgiftsforshopperswho enteredintothecontestbysubmittingreceiptsof40eurosormore. AnIpadlotterywasalsoheld.Alongwithaprintcampaign,Kanyon alsousedamulti-dimensionalonlinepromo,“NewYear@Kanyon”.

In the Bag Kanyon, Istanbul,Turkey Owner: EczacibasiandIsRealEstateInvestmentTrust Management Company: KanyonManagementandMarketing Kanyonsetouttocreateasalespromotioneventtocapitalizeonthe successofanewretailtenant,PaulFrank,anAmericancartoonist, artistandfashiondesigner,whosecreationsadornclothing, accessoriesandotherproducts.Kanyonenergizedthepromotion throughacomprehensiveadcampaignwithprint,onlineandradio outreach.Morethan4,000spentatleast65eurosandredeemeda specialbagbrandedbybothKanyonandPaulFrank.

Midnight Explosion Kringlan,Reykjavik,Iceland Owner: Reitir Management Company: RekstrarfelagKringlunnar ThegoalofKringlan’s“MidnightExplosion”wastocreateanevent thatwouldnotonlybringinmorecustomers,butreinforcethis centreasaleadingforceinfashion.FortheﬁrsttimeinIcelandic history,Kringlanstayedopenuntilmidnightandhostedfashion shows,concertsandartevents,aswellasaphotoshootforFacebook. Withdeepdiscounts,thiseventdrewalmost30,000visitorsinone day.

The Beach is Back 2011 MenlynParkShoppingCentre, Pretoria,South Africa Owner: OldMutualProperties/ParetoLtd. Management Company: OldMutualProperty DecemberisusuallyatimewhenmostSouthAfricansheadtothe beachforvacation,butin200,atthepeakoftheworldwide recession,MenlynParkrecognizedthatmanyofitscustomers wouldnotbeabletoaﬀordsuchavacation.Instead,MenlynPark broughtthebeachtothem.Sincethen,“TheBeachhasLanded”has beenexpanded,andin2011“TheBeachisBack”wasevenbetter thanever.Withjampackedentertainment,alongwithprize giveawaysanddiscounts,Menlynhasensuredthattheeventwill continuethroughouttheyears. 21 Winter Warmers School Holiday Program PineCrestCentre, Pinetown,SouthAfrica Owner: SACorporateRealEstateFundandVukile Management Company: OldMutualProperty WhilePineCrestCentre’sretailoﬀeringisstrong,itlackedan entertainmentelement.Inwinter2010,PineCrestsawtheperfect opportunitytoimprovetheentertainmentfactorandhosteda varietyofeventsincludingamodelsearch,go-karting,afairand paintball.Theinitiativesucceededinincreasingfootfallandsales.

Grukey: Pre-Sales ShopvilleLeGru, Grugliasco,Italy Management Company: CogestItaliaSrl ShopvilleLeGruisequippedwithaneffectiverewardsprogram whichcollectsthedataofits36,000members.Eachmember,using theirGRUkeycardcancollectpurchaseandfrequencypoints,which thentransfertodiscounts.Thepre-salesinitiativewasLeGru’s chancetoshowtheirappreciationformembersandconvertedtheir pointstoGRUkeymoneytobespentinthemall.Byofferingahuge discounttotheirloyalcustomers,theprogramgenerateda significantincreaseinsales.

Angry Birds Live TheChantryCentre,Andover,UnitedKingdom Owner: Axa Management Company: CapitaSymonds WithaFacebookpagetolaunchandsixphoneshopstopromote, TheChantryCentreinAndovercreatedauniqueeventfeaturingthe hottestsmartphoneappforenthusiasticmobilegamingfans.Angry BirdsLive,anaccuraterecreationofthemobilephonegame, createdanexcitinginteractivedisplayintheheartofthecentre duringtheautumnschoolholidays.Theresultswereaverysocial launchofthecentre’ssocialnetworking,doubledigitincreasesin smartphonesalesandthesecondstrongestfootfalloftheyear.

WOW Shopping Steen&StrømDenmark,Demark Management Company: Steen&StrømDenmark WhileSteen&StrømDenmarkoperates16shoppingcentres, eachmallhasitsowndistinctbrand.Butin2011,theylauncheda comprehensivenationaljointsalespromotion.Thecampaign “WOW”shoppingwasspreadacross15centres,with1,000stores participatingbyloweringpricesandoﬀeringsteepdiscountsfor10 days.

22 GRAND OPENING, EXPANSION AND RENOVATION We Share Passions Area12,Torino,Italy Owner: Nordiconad-CMBCarpi-Unieco Management Company: CBREsrl Area12isanavant-gardeshoppingcentrefullyintegratedwiththe JuventusStadiumofTurin,theﬁrststadiumownedbyanItalian soccerteam.Area12istheﬁrstshoppingcentreinItalytocombine shoppingandmajorsportingevents.Thelaunchandpositioning campaign“WeSharePassions”hadtoexploittherelationshipwith Juventus,inconventionaladvertisingandthroughoutthesocial medias,inordertomaximizethebrandawarenessinahighly competitivecontext.

A Totally Diﬀerent Music Eurosia, Parma,Italy Owner: MediolanumGestioneFondiSGR Management Company: CBREsrl EurosiaShoppingCentrewasopenedinMarch2011andhasbeen concievedasafundamental,sustainableandhigh-qualityelement tothetownofParma,Italy.Anoriginallaunchstrategywas designedinordertoconnectwiththecommunity,startingwithan openingceremonyandcampaignfocusedonParma-bornmusician GiuseppeVerdi.

In the Know ForumKayseri,Kayseri,Turkey Owner: UnionLeasing Management Company: MultiDevelopmentTürkiye WhentheMultiDevelopmentconglomerateinTurkeydecidedto expanditsshoppingcenterempiretoKaseryiinDecember2011, theyweretakingonamajorchallenge.Tosucceed,thenewcenter wouldneedtowinthesupportofthelocalpeopleintheknow,and theybecamethesubjectoftheopeningcampaign.Throughan onlineFacebookauditionandvotingprocess,hundredsentered, culminatinginagrandopeningcelebrationandconcert.

10th Birthday 2011 GatewayTheatreofShopping, Durban,South Africa Owner/Management Company: OldMutualProperty In2011,after10yearsofsuccess,GatewayTheatrewantedto celebrateitsbirthdaywithitscustomers,whohavebeen instrumentaltoitssuccess.Themarketingteamrancampaignsto highlightthehistoryofthecentre,showcaseaccomplishmentsand celebratethismilestone.Asapartofitsanniversarycelebration,a competitionwasrun,oﬀeringincredibleprizes,includingacar, vacationsand1-yearrent-freelivingataluxuriousresort.

23 MegaStores MegaStores, DenHaag,Netherlands Owner: INGRED Management Company: CBREShoppingCentreManagement Duringitsrenovation.MegaStoreslaunchedanintegrated marketingcampaigntoinformcustomersofthemajor improvements,givethemallanewimageandencouragecustomers tocontinuevisitingduringtheredevelopment.Throughbothprint anddigitalcommunicationsandguerillamarketingtactics, MegaStorespromotedthecentreanditsretailers,increasing turnoverdespiteconstruction.

Accentuate an Icon MusgraveShoppingCentre, Durban,SouthAfrica Owner: SACorporateRealEstateFund Management Company: OldMutualProperty MusgraveCentrehadstruggledforyearswithadeteriorating building,lackofvisibleadvertising,decliningfoottraﬃcandhigh vacancy,soafterarefurbishment,anewcampaignwaslaunchedto revivetheMusgravebrand.The“AccentuateanIcon”campaign reﬂectedthecentre’siconicarchitectureandanewlogoandwebsite wasdesignedtoconveyMusgrave’snew,fashionableimage.

Shopping with Paris Hilton SilesiaCityCenter, Katowice,Poland Owner: Immoﬁnanz Management Company: EHLRealEstatePoland FortheopeningofanewpartofSilesiaCityCenter,ParisHilton,an internationalcelebrity,wastappedtobethestaroftheopening. Knownforluxuriousfashion,Hilton’spresencereinforcedSilesia’s positioningasoneofthebiggestandbestshoppingcentresin Poland.Theopening,andHilton’sappearance,wasregardedasthe eventoftheyear,earningthemostpublicityinthecentre’shistory.

24 BUSINESS-TO-BUSINESS Evolution and Innovation - Bluewater's Trade PR Bluewater, Greenhithe,UnitedKingdom Owner/Management Company: LendLease EvolutionandInnovationwasthecommunicationthemeofa proactivetradepublicrelationscampaigndevisedandimplemented forBluewatertomaintainitspositionastheindustry’sframeof reference.Inaddition,aspeciﬁcelementofthecampaigntargeted theeventsandexhibitionindustryinpreparationforthelaunchof Glow,anewbreedofeventsvenue,inNovember2011.

CentrO B2B World CentrOOberhausen,Oberhausen,Germany Owner: Stadium&CPPIB Management Company: CentrOManagementGmbH Infall2010CentrOfacedsomechanges:thesuccessfulsaleofa50% CentrOshareintotheinvestmentmarketandtheleasingof CentrO's17,000sqm.extension.CentrOdevelopedahigh-class image-buildingcoﬀeetablebookfortopdecisionmakersanda state-of-the-artweb-basedB2BapplicationwithallrelevantCentrO informationatone’sﬁngertips.Bothinstrumentshelpedto successfullysellthe50%companyshare,aswellasthesuccessful leasingof0%oftheavailableretailextensionspacewithin months.

Money Making Machine ForumGliwiceShoppingCenter, Gliwice,Poland Owner: DEKAImmobilien Management Company: AvestusRealEstate

Aftertheglobalﬁnancialcrisisandthegrowingcompetitioninthe region,ForumGliwiceneededanextraordinarybusiness-to- businesscampaigntoacquirenewbrandsandextendexisting leases.Theyear-long“MoneyMakingMachine”campaigndidjust thatandplacedthecenterasavenueofgoodbusiness,where turnoverhasincreased,despiteeconomichardships.

Gründer Kit SektorEiendomsutviklingas, Oslo,Norway Theglobalﬁnancialcrisisimpactedshoppingcentresandretailers throughouttheworld,andSektorEiendomsutviklingaswantedto supportvulnerable,non-chainretailersandbringthemintothe center.WithGründerKit,thecentrewasabletoguidepotential tenantsthroughtheimportanttaskofdevelopingbusinessplans, budgetsandmarketingstrategies.Throughthiscampaign,the centresignedthreenewcontractsandarenegotiatingwithanother ten.

25 ALTERNATIVE REVENUE Forum Istanbul Tourism Program ForumIstanbul, Istanbul,Turkey Owner/Management Company: MultiDevelopment Türkiye ForumIstanbulisEurope’sbiggestshoppingcentreintermsof leasablearea.Duetoitssize,stakeholderinterestsandeconomic sustainability,ForumIstanbulwantedanintegratedtourism programtomakethemselvesknowntothatsectorandtocreate demand.Aftercreatingadatabaseofhotels,travelagenciesandtour guides,atax-freerefundprogramwasestablishedforcustomersof hotelsandagencies,aswellasamonthlynewsletterandtoursofthe centreforkeymembersofthetourismindustry.

Retail in a Box Kanyon, Istanbul,Turkey Owner: EczacibasiandIsRealEstateInvestmentTrust Management Company: KanyonManagement Tospuronanewreveunesource,Kayonpioneeredthepop-upstore concept,becomingtheﬁrstshoppingcentreinTurkeytodoso.The “RetailinaBox”programgaveavarietyofretailersanew opportunitytoincreasesalesandpromotetheirbrands,allwhile increasingtraﬃctoKanyon.

ZEHNER Atrio,Europark,Fischapark,Forum1,max.center,Mur- park,Q1EinkaufsquartierDöbling,Sillpark,Varena, Zimbapark, Austria Management Company: SESSparEuropeanShoppingCenters TheZehnerisasuccessfulservicedesignprojectintroducedbySES inAustria.Theobjectivewasanoverhaulofanexistingvoucher systemwiththeaimofachievingsavings,whilesimultaneously creatingamoreattractiveoﬀerforexistingandnewcustomers. Insteadofvouchersthatwereonlyvalidateachindividualcentre,a new,uniformvoucherwascreatedwithavalueof10euros,validon aninter-centrebasis.FollowingthesuccessfullaunchinAustria, workisalreadyunderwaywithregardtotheintegrationof additionalcentresinSlovenia.

26 DIGITAL MEDIA Agora Shopping Centre Application AgoraShoppingCentre, Izmir,Turkey Owner/Management Company: ODAKCONS.ENG.MIN. AsthefirstadopterofmobileapplicationsinIzmir,AgoraShopping Centreoffersmanybrandnewfeatureswiththeirnewapp.With featuressuchasparkingreminders,specialoffers,shoppinglists,a pedometertotrackcaloriesburnedwhileshoppingandastore finder,AgorapioneeredmobileappsintheTurkishretail sector.

Quest For 7 Elephants Application Akmerkez, Istanbul,Turkey Owner: AkmerkezREIT Management Company: UcgenBakimYonetim HizmetleriA.S. Fortheﬁrsttime,anapplicationwasputtolifeinashoppingmall asanevent,bringingtogethertherealandcyberworlds.The“Quest for7Elephants”appoﬀeredcustomerstheexperienceofmobile entertainmentwhileshoppingatAkmerkez.Usinglocation-based technology,guestswereledonaquestthroughoutthemalltowin variousprizes.Thedigitalgamenotonlysucceededinlonger customerstays,butopenedanewchannelofcustomer communication.

Power of the People ForumKayseri, Kayseri,Turkey Owner: UnionLeasing Management Company: MultiDevelopmentTürkiye InordertotowinthesupportofthecommunityforMulti Development’snewcentreinKaseryi,the“PowerofthePeople” campaignwaslaunched,focusingonthepowerofdigitalmedia. Theonlinecompetitionbecamepartoftheadvertisingcampaign, usingFacebookastheprimarytool.

Fashion Week ForumMarmara, Istanbul,Turkey Owner: MultiCorporation Management Company: MultiDevelopmentTürkiye Facingincreasingcompetition,ForumMarmaralaunched“Fashion Week”tojumpstartsalesintheﬁrstcorner.Itwasamulti-layered campaign,withafocusondigitalmediaasthemaincomponent, utilizingFacebook,Twitter,bloggingandamacrositespeciﬁcally designedforFashionWeek.

27 Magic Video Cards GalleriaBorromea,PeschieraBorromeo,Italy Owner: ImmobiliareAmetistaS.r.l. Management Company: CogestItaliaS.r.l. Afewdaysafteritsgrandopening,GalleriaBorromealaunchedthe “MagicVideoCards”projectasthemaineventofitsChristmas programme.Withtheaimofdisplayingthenewmall,customers wereinvitedtochoosediﬀerentvirtualsettingsandrecordamagic videocardforalovedone.Allthevideoswerethenuploadedonto YouTubeandmadeavailabletoshare.

WIN EEN KOT KinKORTRIJK, Kortrijk,Belgium Owner: UnionInvestmentRealEstate Management Company: SCMS-ShoppingCenter ManagementServices Locatedinauniversitytown,KinKortrijkwantedtoshowthatitisa student-friendlycenter.Theyimplementedanonlinevideocontest forstudents,withanapartmentfor1-yearinthecentre,astheprize. EachstudentmadeavideotobesharedandvotedonviaFacebook andTwitter.

Kanyon's Blog "SerKANYONca" Kanyon, Istanbul,Turkey Owner: EczacibasiandIsRealEstateInvestmentTrust Management Company: KanyonManagement KnowingthatsoapoperasarewidelypopularinTurkey,Kanyon decidedtousethisthemeinasocialmediacampaigntoincrease theironlinepresence.“serKANYONca”wasconceivedasasoap operalovestorywrittenasablog,thatdrew80,000viewers.

Casting Competition Via Social Media KragujevacPlaza, Kragujevac,Serbia Owner: PlazaCemters Management Company: SEK.doo ThemaingoalofKragujevacPlaza’scastingcompetitionwasto engagetheregionalpopulationanddirectlyinvolvetheminthe centre’sbranding.Withalimitedbudget,thecentreturnedtosocial media.UsingFacebook,thecompetitionspuredonlineinvolvement, and15,000likeswerereceivedinjusteightdays,creatingavirtual databaseandanonlinecommunityofKragujevaccustomers.

28 www.markedet.com MARKEDET, Haugesund,Norway Owner: Steen&Strøm/Kleppiere Management Company: Markedet Asasmallcentre,Markedetmustﬁndnewwaystocompetewiththe largermallsintheregionandpositionitselfasthebestcentrefor fashionanddigitalmedia.Inordertoachievethisgoal,digital channelswereusedexclusivelytocommunicatewithcustomers, includingMarkedet’sownwebsite,FacebookandYouTube. Constantlyupdatedandmonitored,Markedethascertainlymadeits onlineimpact.

Merry Norte NorteShopping, SenhoradaHora,Portugal Owner: SonaeSierra/TIAA-CREF Management Company: SierraPortugal,SA Tocontinuebeingtheleadingchoiceforshoppingandleisure, NorteShoppingfelttheneedtoimprovetheChristmasexperience andanentirelynew,digitalinitiativewasimplemented.“Merry Norte”wasaninteractiveeventusingQRcodetechnologytolead customerstoanaugmentedChristmasreality,allowingthemto customizeholidaycardsandothermemorabilia.34,000people participatedinthefunChristmasevent.

Where Is Paul? RegensburgArcaden, Regensburg,Germany Owner: CommerzGrundbesitz Investmentgesellschaft Inanefforttoexpanditsonlinecommunity,RegensburgArcaden launchedthe“WhereisPaul”campaign,sendingcustomersona missiontofindPaul,astuffedteddybearhiddensomewhereinthe mall.Oncehewasfound,customerstookpicturesandpostedthem toRegensburg’sFacebookpage.Afterthecompetitionwas complete,thephotowiththemostlikeswonanipad2.

Grukey Opening Up New Worlds ShopvilleLeGru, Grugliasco,Italy Owner/Management Company: CorioItaliasrl

ShopvilleLeGru’sCRP(CustomerRelationshipPlatform)toolwas designedtoestablishaspecialrelationshipwithitscustomersusing anintegrateddigitalsystem.TheCRPisconnectedbymeansof digitalcommunicationaimedatcustomersthroughtexts,e-mail, newsletters,andpush-appnotiﬁcations,allowingthecentreto remainincontactwithcustomers,duringandafterpurchases.

2 2012SOLALMARKETINGAWARDSJURY

JacquesSinke 2012Chairman MABDevelopment TheNetherlands

SoﬁeBrammer DoulgasW.Mayne Steen&StrømDanmarkA/S PrimediaLifetsyle Denmark SouthAfrica

KirstyCrawford ÜlkerMelek MadisonSoho JonesLangLaSalle UnitedKingdom Turkey

MichelleDaniels FlorenceRicou ToolboxMarketing MultiMallManagementPortugal UnitedKingdom Portugal

RoxanaDumitru JoanRouras BaneasaDevelopmentSRL Desigual Romania Spain

MartaDrzewiecka BarbaraSomogyiova EHLRealEstatePolandSpZ.o.o. ListFashionGroupS.P.A Poland Italy

FilipaFernandes AmandaJ.Stops SESSparEuropeanShoppingCenters SouthAfricanCouncilofShoppingCentres Austria SouthAfrica

FrankGueze HansVanLaer,CMD SCMEurope SCMS(ShoppingCenter TheNetherlands ManagementServices) TheICSCSolalMarketingAwardsbringtogether theverybestofretailmarketingacrossEuropeandSouthAfricato rewardthosewiththemosteffective campaigns.Recognisingbestpracticeand outstandingmarketingperformance,the ICSCSolalMarketingAwardsareseenasabenchmark ofqualitythroughouttheindustry.

FormoreinformationortoregisterforanICSCglobalawardscompetition visitwww.icsc.org/globalawards VisitICSC’sGlobalAwardsGallery,www.icsc.org/awardswebgallery forcompletedetailsforﬁnalists.