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