ICSCSolal MarketingAwards 2009Winners · Multi RecyclART did exactly that: It gave life to what...

ICSC SolalMarketing Awards

2009 Winners

Institutional Campaign ‘Super Heros’Colombo; Lisboa, Portugal; Award Winner

The ICSC Solal Marketing

Awards bring together the

very best of retail marketing

across Europe to reward

those with the most effective

campaigns. Recognising

best practice and outstanding

marketing performance,

the ICSC Solal Marketing

Awards are seen as a bench-

mark of quality throughout

the industry.

Award Categories

Community RelationsA single or ongoing event, programme or project, whoseobjective is to benefit a community cause thereby buildingcentre goodwill in its trade area. It may be charitable, promotea community cause or present an event that serves a localinterest or lifestyle.

Public RelationsA planned public relations programme or activity designedprimarily to benefit the commercial interests of the shoppingcentre. The objective is to address a shopping centre/companyneed rather than a community need.

Consumer and Trade AdvertisingStrategic or tactical efforts to advertise a shopping centrethat demonstrates creativity and effectiveness. The entry canbe an integrated campaign across several mediums or beone single piece of creative work that addresses and achievesa specific objective.

Sales PromotionPromotional or merchandising events or initiatives designedto stimulate increased sales. The promotion must takeplace in-centre and may involve joint activity with retailers.

Grand Opening, Anniversary,Refurbishment or ExtensionA complete campaign to introduce a new, refurbished orextended shopping centre.

Alternative RevenueThis category recognises efforts that directly impact acentre’s revenue performance or operational efficiency. Theentry could show marketing-led initiatives that may comprisesponsorships, strategic alliances, endorsements, retailerpartnerships, speciality leasing programmes that genuinelyadd to a centre’s financial vitality or innovative ways ofgenerating new revenue sources.

Business-to-BusinessA campaign or programme designed to benefitthe leasing/letting of an existing or new shopping centre.

Community Relations From 20,001 sq. m. to 40,000 sq. m.

Global Kids Corner

The Chimes Shoppping CentreLondon, United Kingdom

Owned/Managed by: Capital Shopping CentresPLC–Liberty International

“Global Kids Corner” was an innovative, engagingcampaign developed to increase awareness andunderstanding of culture and diversity withinUxbridge and the surrounding area through sixculturally themed workshops held at the centrewith support of retailers and the local council.Driven by a boroughwide need for communitycohesion and the centre’s ability to deliver socialmessages, Global Kids was conceived as aneducational twist on children’s activities. GlobalKids allowed the centre to successfully addresscommunity cohesion through interaction withover 1,700 children and families, while enhancingthe centre’s profile as a place to shop andsocialise at the heart of the community.

Professional RecognitionMichelle Moffitt, The Chimes Shopping Centre,Marketing Manager

3

Let’s Pack the World Most Beautiful

Europark BudapestBudapest, Hungary

Owned by: Aspiag Managed by: SES

Our environmental protection event series wasorganised between 6 July and 26 July in EuroparkBudapest Shopping Mall. The subject of the eventwas the Selective collection of packaging waste.The aim of the event was to inform and educateour customer about the Selective collection ofpackaging waste in a very interesting, informative,and unique way. Before the event, Europarklaunched a Selective collection of packaging wastetender for the schools in our district. From theincoming packaging wastes, several decorationsand sculptures were built by designers. Duringthe event, there was a permanent exhibitioncalled “Product from Waste,” which demostratedthe recycling of several types of wastes. On theweekends, there were several children andfamily programs.

Professional RecognitionFilipa Fernandes, SES Spar European ShoppingCenters, Corporate Center Marketing and Research

Judit Geiger, Europark Budapest, Marketing Director

4

Community Relations More than 40,000 sq. m.

6 Million+

Brent CrossLondon, United Kingdom

Owned by: Hammerson & Standard LifeInvestmentsManaged by: Hammerson Management Services

Brent Cross has a loyal, educated, high-spendingcustomer base, which responds well to the centre’scommunity outreach programmes and its statedmission: to educate as well as to entertain.Although 80% of the U.K.’s Jewish population of250,000 people lives within Brent Cross’ catchmentarea, the question was whether its 16 millionshoppers were ready for an educational event onthe Holocaust and whether this was suitablematerial for a shopping mall. The customer responsewas huge and immediate, and “6 Million+” wenton to become one of the most visited and iconicactivities in the mall’s 32-year history.

Professional Recognition: Norman Black,Brent Cross, Head of Marketing

Fashion Designers DiagonalMar Campaign

Diagonal Mar Centre ComercialBarcelona, Spain

Owned by: Quinlan PrivateManaged by: CB Richard Ellis

The Fashion Designers Campaign is focused on theCommunity Relations Category due to helping aspecific target—the generation of new, youngtalented people that are unable to demonstratetheir artisitic expression in the fashion world due tobarriers. We help encourage and promote them;our goal is to eliminate those barriers.

Professional RecognitionKathy Wobst, Diagonal Mar Centre Comercial/CBRichard Elli, Marketing DirectorIsabel Bofill, Diagonal Mar Centre Comercial/CBRichard Elli, DirectorMarisol Rodríguez, Diagonal Mar CentreComercial/CB Richard Ellis, Marketing Assistant

5


Letters to Baby Jesus

EUROPARKPrague, Czech Republic

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

“Letters to Father Christmas” is a charitable eventto support children in children’s homes. HelenaVondrácková, the famous singer, is its popularpatron. There was a big board and a hostess inthe shopping mall with photographs of the kids,their first names, and their wishes addressed toFather Christmas. The visitors chose the wishesthey wanted and could fulfill, according to theirmeans. The person who decided to give to ayoungster was familiar with the face and name ofthe child. The purchased present was handed toa hostess, and the person received a wish cardfrom the child in question. At the same time, it waswritten “fulfilled” across the child’s picture.


Place to Be Proud of Awards

Festival PlaceBasingstoke, United Kingdom

Owned by: Grosvenor InvestmentsManaged by: Jones Lang LaSalle

The “Place to Be Proud of Awards” will celebrateits 6th anniversary in June this year. It is a uniqueannual event whereby 200 guests sit down to afour-course, celebratory dinner in the middle ofthe shopping centre mall. These community awardscelebrate the people, places, and organisationsthat make the town and borough a great place tolive and work. The awards were created by FestivalPlace and the Borough Council 6 years ago tocounteract negative perceptions of Basingstokeand Deane with support from Gazette Newspapers.

Professional RecognitionJane Stewart, Festival Place, Marketing Manager

6


Forum Montijo—Friendship Recycling Center

Forum MontijoMontijo, Portugal

Owned by: CRI – Commerz Real InvestmentManaged by:Multi Mall Management

“Help those who need it most. A small gesture makesa big difference”—this is the mission of ForumMontijo’s Friendship Recycling Center. In line withthis project, Forum Montijo’s visitors are invited togive away new or used (but still in good condition)clothes, shoes, toys, games, books, and schoolmaterials. The collected goods are then deliveredto social institutions dealing with disadvantagedchildren usually located in our catchment area.This successful project was launched in June 2005.Numbers speak for themselves: 61,363 itemshave already been recycled to date.

Professional RecognitionPaulo Alves, Multi Mall Management Portugal,Regional Manager

António Matias Lopes, Multi Mall Management,Managing Director Southern Europe

When Everybody Helps—Great Orchestra of Charity

ManufakturaLódz, Poland

Owned by:Manufaktura Ltd.(Subsidiary of Apsys Group)Managed by: Apsys Management

Once a year, Polish nations unite in a charity actioncalled Great Orchestra of Charity. In Polish societyindividuals are rarely involved in charity actions orNGOs but Orchestra is a phenomenon that gatherseverybody in a national celebration. Orchestra is acombination of spontaneously created events,from professional concerts organised by nationaltelevision to children performing on streets.Around 120,000 volunteers abroad also collectedmoney in 2008 for children with laryngologicalproblems. In 2008 Manufaktura became theregional heart of this action. People gathered atManufaktura market square to celebrate andraise funds.

Professional RecognitionSlawomir Murawski, Manufaktura/ApsysManagement, General Director

Agnieszka Nowak, Manufaktura/ApsysManagement, Marketing Director

Joao Xavier, Apsys Polska Ltd., Director ofProperty Management

7


Arkturos Event

Mediterranean CosmosThessaloniki, Greece

Owned by: Lamda Development, CharagionesGroup, Sonae SierraManaged by: Sonae Sierra

From 3 October until 1 November 2008, Mediterra-nean Cosmos, in cooperation with Arcturos,organised a series of environmental events for theyoung and old, in order to get acquainted withthe wild life and biodiversity protection, to divulgethe activities of Arcturos, and to educate throughinteractive games and a documentary regardingthe lodge of the brown bear. MediterraneanCosmos adopted a baby bear, which was chosenand named by the children, through a competition.This event’s main objective was to sensitise ourvisitors on environmental and wild life issues, aswell as to educate the young and old in aninteractive, entertaining way.

Professional RecognitionAngelo Kallis, Mediterranean Cosmos, DeputyDirector and Mkt Director

Maria Joao Matos, Mediterranean Cosmos,Mkt Assistent

Marietta Vidali, Sonae Sierra,MKt Coordinator Greece

It’s Natural to Careabout the Environment

Plaza RomaniaBucharest, Romania

Owned/Managed by: Anchor Grup SA

Plaza Romania is a meeting point and one of thebest retail and leisure destinations of Bucharest,which draws over 12 million visitors yearly. As acommunity centre, the mall plays an active rolein informing and educating people on issues suchas health, environment, or social problems.Therefore, the marketing team decided to createa campaign to raise awareness of environmentprotection and educate shoppers about recyclingand preventing environment destruction. Ourcampaign is the first initiative of a shopping centrein Bucharest to promote a responsible attitudeabout the environment.

Professional RecognitionLucian Gheorghescu, Plaza Romania Anchor Grup,Marketing Director

Marilena Brinzan, Plaza Romania, Anchor Grup,PR Manager

Anda Marinescu, Plaza Romania, Anchor Grup,Advertising Manager

Alexandru Padureanu, Plaza Romania, Anchor Grup,Marketing Coordinator

Madalina Davidescu, Plaza Romania, Anchor Grup,Marketing Coordinator

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Community Relations

More than 40,000 sq. m.

Community Relations Joint Centre Campaign

St Enoch Centre—Making the Arts Accessible

St. Enoch CentreGlasgow, Scotland

Owned/Managed by: Ivanhoe Cambridge

St Enoch Centre worked in partnership withGlasgow’s Citizens’ Theatre in “Making the ArtsAccessible” to all during 2008. Funding of £12,000from the leading shopping centre supported thetheatre’s Christmas production of The Wizardof Oz and enabled them to obtain match fundingof £12,000. The success of this partnership allowedSt Enoch Centre to support not only The Wizard ofOz, but also a series of outreach drama workshops,an invitation-only performance, and a charitypreview. In addition, the centre benefited greatlyfrom a proactive publicity schedule, which ensuredmaximum impact for all involved.

Professional RecognitionSusan Nicol, St. Enoch Centre, General ManagerAnne Ledgerwood, St. Enoch Centre,Marketing Director

Will’s Book—The Magic Library Project

PORTUGAL: Almada Forum, Armazéns doChiado, Forum Algarve, Forum Aveiro,Forum Barreiro, Forum Castelo Branco,Forum Coimbra, Forum Madeira,Forum Montijo, Forum Viseu, GaleriaComercial FN – Sintra, Parque Mondegoand W Shopping9

SPAIN: Espacio Buenavista, Espacio Leon,Espacio Mediterraneo, Espacio Torrelodonesand Espai Girones

ITALY: I Petali di Reggio

Owned/Managed by:Multi Mall Management

For the second consecutive year, an innovativeproject was carried out for the shopping centresmanaged by Multi Mall Management: the creationof a didactic book, production, and printing of140,300 copies to offer to all the children visitingthe Southern Europe shopping centres managed byMulti Mall Management during Christmas time.Like the book’s hero who creates a library withbooks given by all the children from his village, wetried to motivate shopping centres’ customers todonate books. They could place them in Big-Book-Boxes (The Magic Library) standing in the shoppingcentres, in order to build or rebuild libraries inschools. More than 25,000 books were offered tothese libraries.



9


Multi RecyclART

PORTUGAL: Almada Forum, Armazénsdo Chiado, Forum Algarve, Forum Aveiro,Forum Barreiro, Forum Castelo Branco,Forum Coimbra, Forum Madeira, ForumMontijo, Forum Viseu, Parque Mondegoand W ShoppingPortugal

Owned/Managed by:Multi Mall ManagementPortugal

Eighteen years is a long time: time to put up morethan a dozen successful projects in Portugal andalso to accumulate more communication garbagethan one wishes to. But the truth is that over theyears, there has been a lot to show and a lot to sell.And to do so, the investment in communication hasbeen quite big. That originated some two tons ofcommunication leftovers that needed to regain life.Multi RecyclART did exactly that: It gave life to whatmany considered just trash. And it did it by turningit into art.



CSC SupportingBreast Cancer Campaign

10 Capital Shopping CentresUnited Kingdom

Owned/Managed by: Capital Shopping Centres PLC– Liberty International

Following the success of Lakeside’s Think PinkCampaign in October 2006, Capital ShoppingCentres PLC (CSC) committed to a month-longprogramme of cause-related marketing eventsaimed at raising awareness of breast cancer duringOctober 2007. As well as increasing awarenessfor such an important cause, the objectives ofthe Breast Cancer Campaign Partnership were alsoto raise vital funds for regional breast cancerresearch institutions neighbouring eachshopping centre, while also offering engagingand informative experiences to those visiting,shopping, and working within each centre.

Professional RecognitionMichelle Moffitt, Capital Shopping Centre,Marketing Manager

Tony Dunn, Capital Shopping Centre,General Manager

10


Dreams Come True in M1for Terminally Ill Kids

9 M1 Shopping CentresPoland

Owned/Managed by:METRO Group AssetManagement Sp. z o.o.

After many years of activity, M1 Shopping Centreshave become the integral parts of the citiesthey are located in. This position brought them theresponsibility not only to offer the citizenscommercial goods, but also to serve a local interestin the regions. In order to promote a communitycause, which would further contribute to buildingemotional ties with the clients, M1 ShoppingCentres developed a community relations action:“Dreams Come True in M1 for Terminally Ill Kids.”Scheduled for the first three weeks of July, theaction took the form of nine charity concerts in M1.During the events, terminally ill children fromthe local communities were granted their wishes,whereas M1 managed to socially involvethousands of their clients, local media, businesses,and authorities.

Professional RecognitionDominik Piwek, METRO Group Asset ManagementSp. z o.o., Marketing Department Manager

Justyna Bawinska, METRO Group Asset ManagementSp. z o.o., Marketing and Advertising Specialist

Urszula Porebska, METRO Group Asset ManagementSp. z o.o., Marketing Team Manager

Acque Chiare. Giro d’Italiaa Nuoto e Non Solo

La Corte Lombarda, Le Fornaciand Le Porte FrancheItaly

Owned/Managed by: Cogest Italia srl

Acque Chiare. Giro d’Italia a Nuoto e Non Solo isthe first marathon ever to be swum around Italy.Starting in Sicily, it took in coasts and local pools inover 37 stages. But, as the Italian title says, AcqueChiare was not just about swimming. It was alsodevised to raise awareness of the preciousness ofwater. Via a network of 31 shopping centres run byCogest Italia, Il Mare che Vorrei, a project throughwhich children could depict the sea of theirdreams, was also launched and drew in the localcommunities in which the shopping centreswere located.

Professional RecognitionCarmen Chieregato, Cogest Italia srl,Managing Director

Francesco Zamboni, Cogest Italia srl,Marketing Manager

Sara Marenzi, Cogest Italia srl, Marketing specialistClaudia Barbieri, Cogest Italia srl,Marketing specialist

Gerardo Romano, Carrefour Siracusa/Cogest Italiasrl, Shopping Center Manager

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Public Relations From 5,000 sq. m. to 20,000 sq. m.

Domoteka Design Night

DomotekaWarsaw, Poland

Owned by: Inter IKEA Centre GroupManaged by: Inter IKEA Centre Polska

Since Domoteka is a premium interior designcentre, we decided to find the way of promotionconnected with design. The 6 November DomotekaDesign Night event took place in Domoteka topresent new design trends. World-famous designerKarim Rashid was invited as an honored guestand an exhibition of his works was shown for thefirst time in Poland. The event’s objective waspositioning Domoteka as a place to introduce newtrends of the Polish market. Karim Rashid helpedus to authenticate the message and attract theattention of celebrities, opinion leaders, and media,and finally built the proper image among thetarget group.

Professional RecognitionUrszula Latka, Domoteka/Inter IKEA Centre Polska,Centre ManagerElzbieta Ratajczyk, Domoteka/Inter IKEA CentrePolska, Centre Marketing ManagerIwona Borkowska, Domoteka/Inter IKEA CentrePolska, Country Marketing ManagerIzabela Sawicka, Domoteka/Inter IKEA CentrePolska, Marketing Coordinator

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Public Relations

From 5,000 sq. m. to 20,000 sq. m.

Public Relations

From 20,001 sq. m. to 40,000 sq. m.

Kanyon Urban Reflections Weekend

KanyonIstanbul, Turkey

Owned by: Eczacibasi IIac San. and ISGYOManaged by: Kanyon Yonetim Isletimve Pazarlama Ltd. Sti.

Urban Reflections is a public relations project toemphasize Kanyon’s positioning as an urban leisuredestination. Since its opening, Kanyon has acquireda dedicated population of visitors who enjoy urbanliving and new trends. In this sense, Kanyon hasbecome a retail centre that goes well beyondshopping—it’s very much a neighbourhood and ameeting point. To reflect and enhance thispositioning, the Urban Reflections’ project wascreated, consisting of 3 days of various urbanactivities including sports, art, and music, bringingtogether young people and the young-at-heart.

Professional RecognitionBinnaz Dincer, Kanyon, Marketing Manager

From Lisbon to Geneva in aClassic VW Kombi

W ShoppingSantarém, Portugal

Owned by:Millenium BCP – FAII – AF PortfolioImobiliaroManaged by:Multi Mall Management Portugal

The Euro 2008 was at the door, and W Shoppinghad a tradition of making some noise around it.During the World Cup in 2006, dozens of Piaggioswent over to Germany to deliver a “Good Luck”jersey to the Portuguese National Soccer Teamfrom Portuguese fans back home. Well, this timeit could be no different. So we picked up an oldclassic—a VW Kombi from the ’60s to remind us ofa memorable 1966 World Cup where we almostmade it, and to take us to Switzerland. Filledwith adventurous spirit, a giant postcard signedby most of the old glories and some from that’66 team, we drove for more than 2,000 km just tosay, “Good luck.”



13

Public Relations More than 40,000 sq. m.

Bluewater Christmas PR Campaign

BluewaterKent, United Kingdom

Owned by: Prudential, LL Europe LtdLLR Partnership & HermesManaged by: Lend Lease Retail (LLR)

6 November 2008, Bluewater launched a series ofChristmas activities including: a celebrity ChristmasLights Switch On and Winter Wonderland. Inaddition, Bluewater offered its guests a uniqueshopping experience with everything under oneroof. Christmas is a highly competitive, media-relations-led time of the year in which creativity,speed of response, and flexibility generate the bestresults. Klein O’Rorke created a newsworthy PRcampaign, which delivered its objectives. Footfallincreased by 4% compared to Christmas 2007 withmore than 6 million shoppers visiting duringNovember and December. A total PR value of £5.3million, against a target of £2 million was achieved,with 419 pieces of coverage generated, againsta target of 100 pieces and four national hits.

Professional RecognitionDavid Wilkinson, Bluewater, Head of MarketingAndrew Parkinson, Bluewater, General ManagerNick Thornton, Klein O’Rorke, Director

Dundrum Town Centre 2008Public Relations Campaign

Dundrum Town CentreDublin, Ireland

Owned by: Phil O’ReillyManaged by: Glenrye

Dundrum Town Centre, Ireland’s premier shoppingand leisure destination, is much more than anothershopping centre. It is a destination for leisure,shopping, and has reignited Dundrum village as avibrant community, and has welcomed over 55million visitors. During 2008, with a countrywidedeclining retail environment, the task ofcommunicating centre brand messages, activityupdates, major milestones, and announcementsbecame increasingly important, to ensureDundrum continued to buck all retail trends,and to attract and satisfy customers, tenants, andprospective tenants. The team’s strategywould assist in continuing to deliver a publicrelations programme that met all brand andcommercial objectives.

Professional RecognitionJayne O’Keeffe, Dundrum Town Centre

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Public Relations


THE ONE 2008—Shopping Centre Model Contest

12 Metro Group CentresGermany

Owned/Managed by:Metro Group AssetManagement GmbH & Co. KG

To strengthen their positioning within their localmarkets, to support their fashion competence, andto attract a younger target audience, 12 Metroshopping centres launched a model casting eventfrom June until October 2008. The multilayeredconcept consisted of 13 castings for models.The events were supported by very targetedcommunications campaigns and were highlyvisible in the centres. The events were supportedby one of Germany’s leading model agencies,Modelwerk, and by two celebrity testimonials. Withalmost 1,300 registrations for the contest, it hasbeen the biggest model casting contest ever doneby a shopping centre organisation in Germany.

Professional RecognitionThomas Haeser, Metro Group Asset ManagementGmbH & Co. KG, Head of District

Centermanagement

Fashion Event “Pop-UP”

SPAIN: Grancasa and Zubiarte

PORTUGAL: ArrabidaShopping,CascaiShopping, MadeiraShopping

Owned/Managed by: Sonae Sierra

Making reference to the virtual world and thePop-Ups that invade the computer screens, thename “Fashion Pop-Up” refers to the illusion offashion that appears and disappears in a shoppingcentre to then appear and disappear again inanother. The pop-up stores are set up in the bestcommercial areas of cities, with a large investmentin design but with a short lifespan. These shopsare born to fight the saturation of the advertisingmessages. The big brands have put in motion thisinitiative to convert themselves into advertisementspaces. The main objective of the Fashion Pop-Up,specfically designed for Sonae Sierra’s centres,was to reinforce the “cluster positioning” of thefashion cluster through a premium association withnational designers who normally do not associatetheir image with shopping centres. It also broughttheir collections and new trends to the mall andestablished a strong link with the mainstreampublic, especially an upper class target who do notusually frequent shopping centres.

Professional RecognitionCarla Pereira, Sonae Sierra Portugal,Cluster Manager

Monica Pinto, Sonae Sierra Spain,Public Affairs Coordinator

Patricia Marquez, Sonae Sierra Portugal,Public Affairs Coordinator

Public Relations

Joint Centre Campaign

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Consumer and Trade Advertising From 5,000 sq. m. to 20,000 sq. m.

Trendsetter

MarkedetHaugesund, Norway

Owned/Managed by: Steen & Strøm

Markedet is a small shopping centre with 25 shopslocated in the middle of Haugesund, Norway.In order to position Markedet differently than ourfamily-oriented competitors, we organised in2008, a trendsetter campaign with a focus onfashion. Because of the limited budget, weengaged 14 sponsors and obtained a campaignbudget of 145,000 euros (65% of the moneyderived from sponsorships and 35% fromMarkedet). We were very satisfied with the resultsof the campaign. All the objectives were achieved.Trendsetter was a big success, and Markedetreceived several prizes and recognitions.

Professional RecognitionEriksen Monica, Markedet, Center ManagerKathrine Tveite, DHR reklamebyraa, Web DesignerJon Antonsen, Centerteam reklamebyraa,Web Designer

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Urban Art Weeks 2008

Bruun’s GalleriÅrhus C, Denmark


Urban Art Weeks was an ambitious event. It wasplanned to include as many aspects of urbansubculture as possible: graffiti, rap, break dancing,the history of hip-hop, street fashion, and DJexcellence, as well as the participation of one ofthe world’s best known names in urban art.

Professional RecognitionJeanette Bech Sørensen, Bruun’s Galleri, ManagerMille Toft Schou, Bruun’s Galleri,Marketing Manager

Claus Tüchsen, Steen & Strøm Denmark A/S,Marketing Director

Signe Sørensen, Bruun’s Galleri, Event ManagerMaj-Britt Øllgaard, Yellow Advertising A/S,Art Director

Consumer and Trade Advertising

From 5,000 sq. m. to 20,000 sq. m.

VestsjaellandsCentretAdvertising Campaign

VestsjaellandsCentretSlagelse, Denmark

Owned by: DanicaManaged by: Steen & Strøm Denmark

A complete strategic reposition of the centre wasimplemented, and its goal was to move awayfrom the mainstream in a more fashion-orientedand style-conscious direction. The objectives wereto create and sustain a high uncontested marketposition, thereby increasing sales.

Professional RecognitionCharlotte Andersen, Steen & Strøm Denmark,Marketing Manager

Consumer and Trade Advertising

From 20,001 sq. m. to 40,000 sq. m.

17

Consumer and Trade Advertising More than 40,000 sq. m.

There’s Shopping andthere’s Bluewater

BluewaterKent, United Kingdom

Owned by: Prudential, LL Europe Ltd LLRPartnership & HermesManaged by: Lend Lease Retail ( LLR)

In November 2008, Bluewater launched a newconsumer advertising campaign, including the useof television advertising for the first time in fiveyears. The commercial objectives were to increasefootfall and attract more ABC1s and families overChristmas. Brand-led television, radio, andprint creative reminded existing and lapsed usersof Bluewater’s unique offerings and experience,and targeted new users with an emotive, highlymotivating proposition. The imagery was appliedacross Bluewater’s in-mall collateral and signage.The campaign delivered its objectives. Morethan 6 million shoppers visited during Novemberand December, and the number of ABC1s andfamilies rose significantly.

Professional RecognitionDavid Wilkinson, Bluewater, Head of MarketingAndrew Parkinson, Bluewater, General ManagerJeff Klein, Klein O’Rorke, Managing Director

City 2 New CommunicationPlatform—Christmas ‘08

CITY 2Taastrup, Denmark

Owned by: DANICAManaged by: Steen & Strom Denmark

This presentation is about the creation of a newcommunication platform in City 2, itsimplementation, and, specifically, how it wasexecuted in every imaginable campaign elementin connection with City 2’s Christmas campaignin December 2008. Therefore, this presentationconsists of: 1. The overall new City 2communication platform including generalexamples of execution in various medias and;2. The platform brought to life in theChristmas campaign in December 2008.

Professional RecognitionBente Enert, City 2, Marketing managerMorten Theil, Bocca advertising, Managing DirectorBirthe Nielsen, Bocca, Creative directorJesper Kjeldsen, Bocca advertising, ADBente Ander, Bocca, Marketing coordinator

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The Biggest Playground in Town

CITYPARKLjubljana, Slovenia

Owned by: EUROMARKT d.o.oManaged by: SES Center Management d.o.o

Citypark was opened in February 2002. In 2007 anadditional floor was built for 20 shops. As expected,traffic there at first wasn’t satisfactory. Cityparkadopted a marketing strategy to raise shopperfrequency in the new section. Specific marketing,communication, and sociological objectiveswere defined. The purpose of Citypark’s project“The Biggest Playground in Town” was to invite itsprimary target group (families) to the new floor.During the project, 30,000 more visitors came(an 80% increase in shopper frequency). Positiveperception of this location was reinforced, whichlead to more frequent visits to Citypark.


Kim Remskar, Citypark Ljubljana; Euromarkt d.o.o,Marketing manager

Institutional Campaign“Super Heros”

ColomboLisboa, Portugal

Owned by: Sonae Sierra, INGManaged by: Sonae Sierra

The main objective was the growth of thepenetration rate because we needed to bringback the customers to Colombo who had left. Thegeneral idea and the base of the creativity fromthe new campaign are to communicate in acompletely different way assuring therefore thatpeople stop to read and capture the message.The main message is Colombo has the widerofferings that should be enough to attract morevisitors to Colombo again. The main objective wasa success because we can measure the penetrationrate, which increased about 5%.

Professional RecognitionFilipa Castro, Colombo, MKt ResponsableMiguel Serrao, Sonae Sierra Portugal,Cluster Manager

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Drake Circus—We’ve Got Shopping Covered

Drake CircusPlymouth, United Kingdom

Owned by: KandaharManaged by: DTZ

Drake Circus in Plymouth faced increased compe-tition from neighbouring shopping destinationsbut rose to the challenge of creating a highlyeffective advertising campaign. Some strong mediaand creative thinking based on solid researchproduced great results. Awareness and spendingincreased well beyond expectations over Christmasproving that a clear message delivered in a lively,original way can generate profitable rewards. Thecampaign succeeded on many fronts not least,return on investment, where an advertising outlayof just over E100,000 contributed towards anadditional spending in the shopping centre.

Professional RecognitionRachel Stevens, Drake Circus, Marketing ManagerMike Jones, Drake Circus, Centre ManagerAlan Thornton, DTZ, Marketing Director

Stop Monotony

Forum GliwiceGliwice, Poland

Owned by: DEKA Immobilien GmbHManaged by: Quinlan Private Golub (Poland)

Starting from February 2008, a new long-termadvertising campaign was launched with the goalto improve the centre’s results by a substantialamount. The new campaign used the conceptof colors and colorful life to create the positiveattitudes toward the centre among all its targetgroups. The results of the first stage of thecampaign proves the concept. Turnover increasedby 30% (year to year) and footfall increased by 17%.

Professional RecognitionAgnieszka Mielcarz, Quinlan Private Golub (Poland),Center Director

20

Qui, Sei di Casa.

I GigliFirenze, Italy

Owned by: Eurocommercial Properties Italia Srl –Panorama SpaManaged by: Larry Smith Srl

The “QUI, SEI DI CASA.” strategy confirms I GIGLIas a place to meet, and is enhancing and maturingin order to become a strong, loyal destination.I GIGLI differentiates itself from other shoppingcentres by striving to be a place that belongs to theconsumer. Creativity. Production. Diffusion. Fun.Involvement. Reality effect: These are the ingredientsfor developing tactical and strategic advertising,aimed at the achievement of targets of image,reputation, promotion, loyalization, frequentation,and propensity to buy. An advertising campaignwith everyone, for everyone: consumers,shopkeepers, sales spaces, and customers. BecauseI GIGLI means more of everything—more thaneveryone else.

Professional RecognitionAlessando Tani, I Gigli/Larry Smith srl, ShoppingCentre Manager

Yashar Deljoye Sabeti, I Gigli/Larry Smith srl,Vice director

Grand Arcade—The Architects of Fashion

Grand ArcadeCambridge, United Kingdom

Owned by: USS/GrosvenorManaged by: DTZ

The launch of upscale Grand Arcade in Cambridgedemanded incredibly high standards of executionalong with a strong return on investment for itslandlords. A great case study in how researchwas used to shape and change the outcome ofthe advertising, Grand Arcade’s “The Architectsof Fashion” campaign brought together thearchitectural credentials of Cambridge with athoroughly modern approach to fashion. Footfall,spending, and advertising contributed to a highlyeffective campaign, which is now being furtherdeveloped for 2009.

Professional RecognitionLidia DeLuca, Grand Arcade, Marketing ManagerAlan Thornton, DTZ, Marketing Director


21

Municipal Mass Machine

Silesia City CenterKatowice, Poland

Owned by: Nowe Centrum Sp z o.o. (Immoeast)Managed by: SCC Management Ltd

An energetic concept based on a futurism manifesthelped to retain a fast tempo of sales development.Silesia City Centre is the largest regional shoppingmall in the dense, traditionally industrial districtof Poland. The centre achieved a fast tempo offootfall and sales increase in 2007. The goalof the 2008 advertising campaign was to create adynamic, modern image of the place whereshopping opportunities are endlessly generated.Municipal – Mass – Machine—the manifest of thefamous 1920s artistic group called CracowAvant-garde was used as the basic inspirationfor the creative idea. The results consisted of an11% increase in footfall and 15% increase intenant turnover.

Professional RecognitionMarta Drzewiecka, SCC Management,Marketing Director

Dariusz Rudzinski, SCC Management,General Director


Jump to M1 for Christmas Presents

9 M1 Kraków Shopping CentresPoland

Owned/Management by:Metro Group AssetManagement Sp. z o.o.

During 11 years of activity of M1 Shopping Centresin Poland, one of the major objectives has beenattaching importance to the interior anddecorations. The centre’s characteristic one-levellayouts with several entrances became the basis fordesigning attractive decorations. The decorationswere supposed to make the shopping experiencemore pleasurable and to influence the positioningand character of the M1 brand. By using Disney-style decorations, M1 Shopping Centres underlineits positioning goal of family-friendly centres.The important elements of the decorations werethe ones delighting the youngest M1 clients,the moving islands presenting fairy-tale scenes orChristmas decorations. In 2008 new Christmasdecorations were introduced in all M1 centres.

Professional RecognitionDominik Piwek, METRO Group Asset ManagementSp. z o.o., Marketing ManagerUrszula Porebska, METRO Group Asset ManagementSp. z o.o, Marketing Team ManagerJustyna Bawinska, METRO Group Asset ManagementSp. z o.o, Marketing and Advertising Specialist

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Sales Promotion From 5,000 sq. m. to 20,000 sq. m.

Don’t Rely Only on Santa Claus!

Hron Shopping CentreBratislava, Slovak Republic

Owned by: IRE Hron Property Holding, a. s.Managed by: King Sturge, s.r.o.

Hron Shopping Centre with its 9,375 m2 of GLAis a small shopping mall located in Bratislava, thecapital of the Slovak Republic. It was opened on15 November 2007, and 5 months after opening,it was sold to the new owner, who realised it isnot one of the best performers on the market. Thecentre was dealing with a hard situation resultingin falling turnover and footfall. The main target wasto support the Christmas season through the salespromotion “Don’t Rely Only on Santa Claus!”—with the centre reaching the highest footfall of theyear and a significant increase in turnovers byalmost 22%.

Professional RecognitionRobert Pastuszek, IRE Hron Property Holding, a. s.,Chairman of Board Svetozar, King Sturge, s.r.o.,

Rohon Dana, Bizz, s.r.o., Hanzelova

23


Wheel of Fortune

ADA Shopping CentreAdapazari, Turkey

Owned/Managed by: Corio Turkey

The “Wheel of Fortune” campaign was planned fortwo weeks and intended to increase the footfallduring the weekdays and contribute to sales.Shoppers became eligible to spin the wheel uponmaking four separate shopping trips with 12.5Euros spent during the weekdays. This rule wasplaced to encourage visitors to shop in differentstores in a day or to shop on different days. Giftsgiven during the campaign were bought from thestores in the mall, thus contributing to theirrevenues. Special coupons were prepared, and aftereach shopping trip, these coupons were stampedwith the Corio logo, thereby creating affinitytowards the company.

Professional RecognitionEsra Yalçin, Corio Turkey, Marketing ManagerHakan Kaya, Corio Turkey, Asset ManagerAkgün Yildiz, ADA Shopping Center,Centre Manager

Gözde Sarigülle, ADA Shopping Center,Marketing Manager

MINI 08

ATRIOVillach, Austria

Owned/Managed by: SES Spar EuropeanShopping Centers

MINI 08 was an unusual event held ahead of theUEFA EURO 08TM. Showing football in its finestform, 1,100 kindergarten children from Carinthia,Italy, and Slovenia took part. The high-qualityorganisation guaranteed the enthusiasm of all theparticipants and spectators. The major objective,making ATRIO better known as the meeting pointof the three regions, was entirely met. The children,parents, care providers, and cooperation partnersare still talking about the event today, thusensuring that it will be kept alive for a long time.Sponsorship contributions from the public’s wallet,business, and the media guaranteed a refundinglevel of 88%.

Professional RecognitionFilipa Fernandes, SES Spar EuropeanShopping Centers, Corporate Center

Marketing and ResearchRichard Oswald, ATRIO, Center-ManagerMarlies Brugger, ATRIO, Center-MarketingMarion Gamper, ATRIO, Center-MarketingHerbert Koschu, ATRIO, Center-Facility Management

24


Join the Fashion Journey

The Chimes Shopping CentreUxbridge, United Kingdom

Owned/Managed by: Capital Shopping Centres PLC–Liberty International

“Join the Fashion Journey” was an innovative, high-profile, engaging campaign developed to highlightthe strong fashion offerings at The Chimes whiletargeting a key mosaic group. The campaign wasdesigned to work across a number of mediaplatforms while reflecting a unified message. Thisintegrated campaign was developed to deliver anincrease in visits from the urban intelligencemosaic, while reflecting The Chimes’ brand valuesand reflect the centre’s personality: free-spirited,inspirational, and knowledgeable. Hector, a 1975VW campervan with bespoke graphics, became thefocal point for The Chimes “Fashion Journey.”Hector, his fashionistas, and six key autumn/wintertrends became the basis for an innovative,integrated campaign.

Professional RecognitionMichelle Moffitt, The Chimes Shopping Centre,Marketing Manager

Vinci Il Tuo Appartamento

La FattoriaRovigo, Italy

Owned by: La Fattoria SrlManaged By: Cogest Italia

The project “Win your flat,” which played at TradeCentre La Fattoria, is an innovative contest appliedfor the first time to a trade centre. This event’smain goal, which had been realised thanks to thesynergy between the centre and some territorialentities, was to give its customers the possibility tomake a dream come true through the win of realand concrete prizes: a flat situated in Rovigo andthree furnitures. The special feature of the wholeproject is the concreteness of the prizes, especiallyin this current economic crisis.

Professional RecognitionMarco Cavallaro, La Fattoria, Manager

25

Sales Promotion

From 20,001 sq. m. to 40,000 sq. m.

Sales Promotion


Reality In Car

Shopville Gran RenoCasalecchio di Reno–BO, Italy

Managed/Managed by: Corio Italia srl

In Fall 2008, at a time of an international economiccrisis, Shopville Gran Reno celebrated its 15thanniversary. The management needed to inventsomething—to create an event that would touchthe general public and, at the same time, increasesales despite the crisis. This is how the Reality inCar, a blending of a Sweepstakes and a true andproper Reality Show, came into being. The result ofthis event was a 5% increase in turnout at the malland a 10% increase in sales, while stimulatingcuriosity and garnering a great deal of interest andmedia attention on Shopville Gran Reno.

Professional RecognitionMarco Agusto, Shopville Gran Reno, Corio,Center Manager

Mauro Rossetti, NetworkPro Srl, Marketing DirectorGiovanni Bergonzoni, Shopville Gran Reno,Shopping Center Chairman

Festibull

BullringBirmingham, United Kingdom

Owned by: Birmingham AllianceManaged by: DTZ

A high-risk, high-impact marketing campaignthat not only tripled its targets, but it achievedthree times the advertising value by usingdigital marketing to reach a brand new market.A unique fusion between Bullring and Kerrang!resulted in Festibull.

Professional RecognitionTim Walley, Bullring, General Manager

26

Sales Promotion More than 40,000 sq. m.

Remotest Ever EdinburghFringe Festival Venue

The Centre, LivingstonLivingston, Scotland

Owned/Managed by: Land Securities

Land Securities is a U.K.-based FTSE 100 companythat owns and manages approximately 7.6 millionsq. m. of commercial property. Its corporatevision is “bringing property to life” through gooddesign, community engagement, and customerservice. This submission perfectly illustrates howthe Almondvale Shopping Centre in Livingston,Scotland, dramatically brought its parentcompany’s vision to life in a hugely dramatic way.Almondvale ran a 10-day Children’s Arts Festivalsome 13 miles from the world’s biggest artsfestival: Called the Fringe on the Fringe, it attractedmore than 30,000 additional shoppers—anincrease of 9.7% from the previous year.

Professional RecognitionJennifer Bruce, Land Securities, Marketing ManagerAlison Niven, Land Securities, Centre Director

CentrO Fashion TowerCentrO Oberhausen

Oberhausen, Germany

Owned by: Stadium Group, EnglandManaged by: Centro Management GmBH

The idea behind the CentrO Fashion Tower was tocreate a totally unique and one-of-a-kind fashionshow experience, elevating CentrO’s fashioncompetence in the market while at the same timeincreasing retail sales in the mall. A three-level,40-foot fashion tower with 16 interactive,computer controlled windows was created in whichthe shows were featured. A cooperation withthe TV casting show Germany’s Next Top Modelby Heidi Klum boosted public awareness for theevent. The event produced a 5.5% visitor and a18.9% overall sales increase and successfullystrengthened CentrO’s position as the leadingfashion destination.

Professional RecognitionMarcus Remark, CentrO Oberhausen,Manager Events

Roland Hoffmann, CentrO Oberhausen,Manager Marketing

27


Dundrum Town Centre’s50 Millionth Customer

Dundrum Town CentreDublin, Ireland

Owned by: Phil O’ReillyManaged by: Glenrye

Dundrum Town Centre’s 2008 Events programmeincluded the celebration of Dundrum Town Centrereaching the milestone of having welcomed 50million customers to the centre. In association withDublin’s leading radio station, Dublin’s 98, thecentre was transformed into a place of theatre, anda giant buzzer was situated at a high-visibilitylocation, where customers tried their luck andpushed the buzzer to become one of five randomlyselected daily winners to go forward to the grandfinale to compete to win the grand prize of

€50,000 worth of goodies from Dundrum Town

Centre retailers.

Professional RecognitionJayne O’Keeffe, Dundrum Town Centre

Euro 2008 Total Impact

EUROPARK SalzburgSalzburg, Austria

Owned by: Spar European Shopping Centers GmbHManaged by: Europark Entwicklungs –und Betriebsges.m.b.H

7 June to 29 June 2008, Austria and Switzerlandwere host countries of the European SoccerChampionship (EURO ’08). Salzburg was one of thecities in which the first round of the tournamenttook place. Salzburg’s soccer stadium is only a5-minute walk from EUROPARK Salzburg.Furthermore, the national teams of Russia andGreece found their accommodation in the state ofSalzburg during the championship. Hence,EUROPARK Salzburg was surrounded by the EURO’08 theme in spring/summer 2008 and wantedto allow for this fact by launching a series ofsoccer-themed events. These events are calledEURO ’08–Total Impact.


Christoph Andexlinger, SES Spar EuropeanShopping Centers, Center Management

Brigitte Biberger, Europark Salzburg,Marketing Manager

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Young Fashion DesignerAward 2008

EUROPARK SalzburgSalzburg, Austria

Owned by: Spar European Shopping CentersManaged by: Europark Entwicklungs – undBetriebsges.m.b. H

Besides its distinguished architecture and itswell-balanced tenant mix, EUROPARK’s main pillarof success is its fashion competency. Among otherthings, the center aims at further enhancing itsreputation in this specific field by professionallyorganised events. The Young Fashion DesignerAward 2008 depicts such an event. It is acompetition among upcoming designers who geta chance to present their collections to a broaderaudience and a chance to win a €3,000 prize andcontacts to fashion experts. With this initiative,EUROPARK seeked to strenghten its reputationas the shopping centre with the biggest fashioncompetency within its catchment area.


Christoph Andexlinger, SES Spar EuropeanShopping Centers, Center Management

Brigitte Biberger, Europark Salzburg,Marketing Manager

Maldives Campaign

IstinyeParkIstanbul, Turkey

Owned by: Orjin Group and Dogus GroupManaged by: Istinye Yonetim Hizmetlerive Ticaret A.S.

IstinyePark opened in September 2007 and hasdramatically raised the shopping centre standard inthe Turkish market with its unique features. Thus,the New Year’s campaign had to empower thestrengths of the centre while providing the mostfun and advantageous gifts both for the visitorsand their beloved ones. The most prestigiouscampaign or promotional tool for the shoppingcentres in Turkey has been the car for years.However, as a shopping centre with this muchnovelty, the car idea seemed monotonous andclichéd. Therefore, IstinyePark wanted to producea New Year’s campaign that emphasized its unique,fun, and stylish attitude. With the same campaign,IstinyePark wanted to mix the shoppingwith pleasure by sending winners shopping withfive friends.

Professional RecognitionHakan Kurt, IstinyePark, General Manager

29


The Liberty—Annie Body Want to Be a Star

The Liberty Shopping CentreEssex, United Kingdom

Owned by: Cosgrave Property GroupManaged by: DTZ

Open auditions were held at The Liberty, from 25October to 2 November 2008 during the half-termholidays, for a treble casting to appear in anoff-West End production of Annie the musical. Theevent was named “Annie Body Want to Be a Star.”Anyone could enter, with any level of experience,and there was no age limit; 1,190 peopleauditioned, as well as bringing along their friendsand families. As a year-on-year comparison ofthe October half terms, footfall was up by 6.5%,and sales in the centre were up by 15.8% (measuredby DSA).

Professional RecognitionSusan MCall, The Liberty Shopping Centre,Marketing Manager

Million New Year’s Eve in Polus

Polus City CenterBratislava, Slovak Republic

Owned by: Immofinanz Immobilien Anlagen AGManaged by: TriGranit Bratislava/Management/spol. s r.o

Polus City Center, located in Bratislava, Slovakia,opened as the country’s first mall in 2000 andbecame the city’s hotspot. Its perception changedin 2007 when the rising competition of newshopping destinations had a negative effect on themall’s image, footfall, and tenant turnovers,especially during Christmas time. The strategy wasto create a unique sales promotion in order toincrease the traffic and support growth of tenantturnovers. Through the 2 months of promotion, themall achieved the best footfall in the year 2008,and tenants’ sales increased by 9.5% in total.

Professional RecognitionPetra Klasová Hándlová, TriGranit Bratislava/Management/, spol. sro, Center’s Director

Dana Hanzelová, TriGranit Bratislava/Management/spol. sro, Marketing Director

Tatiana Stempelová, TriGranit Bratislava/Management/spol. sro, Senior Marketing Manager

30


Gru Village: To Save Up Is Fun!

Shopville Le GruGrugliasco—TO, Italy

Owned/Managed by: Corio Italia srl

Gru Village, a large music, show, and entertainmentfair, has reached its third year of activity and hasbecome an institution in the summer music scenein Piemonte. The strong success achieved hascreated the basis for pursuing another importantobjective: hinder the potential decrease inconsumption through the success of the initiative.This is how the idea of linking the success of GruVillage to the sales opportunities inside ShopvilleLe Gru was born, converting the entranceticket into a discount coupon to be spent in theGallery. The increase in the number of shoppingcentre visitors, as well as the increase in sales,was recorded through this operation during thesummer months.

Professional RecognitionAlessandro Gaffuri, Shopville Le Gru, Corio,Centre Manager & Marketing Director

Maria Grazia Caria, Shopville Le Gru, Corio,Marketing Assistant

Vera Skocir, Shopville Le Gru, Corio,Event Coordinator

Sara Soria, Shopville Le Gru, Corio, Communication& PR Manager

One Step to Settle In


Owned by: Nowe Centrum Sp z o.o. (Immoeast)Managed by: SCC Management

Valentine’s Day was the reason to create a uniquepromotion in which we convinced the owner ofthe competing shopping mall to actively participate.However, it is not the love which was the reason,but the clear benefit for both parties. Valentine’sDay is a great opportunity to increase footfall andsales in a short promotional activity, like thelottery. In our case, success was driven with carefulplanning: Prizes were sponsored, and the mallinvested only in advertising and organisation costs.Such co-marketing activities lead to synergies andhelped to utilize mall internal potential to generateprofit. Estimated return on investment from thispromotion is 56%.



31


Portugal: Christmas Contest

Almada Forum, Armazéns do Chiado,Forum Algarve, Forum Aveiro,Forum Barreiro, Forum Castelo Branco,Forum Coimbra, Forum Madeira,Forum Montijo, Forum Viseu,Parque Mondego and W Shopping

Owned/Managed by:Multi Mall Management

Through the Christmas campaign, normallybetween the early days of November until thebeginning of January, the spending raisesconsiderably, turning shopping centres into abattlefield for customers’ wallet-share in overlaid oradjacent catchment areas. Getting the visitorsmind-share and bringing them into the shoppingcentre are the first steps to win this battle.



“The Big Caliber Win”

9 M1 Shopping CentersPoland

Owned/Managed by:Metro GroupAsset Management

Within 11 years of activity, the earned prosperity ofthe nine M1 shopping centres has been threatenedby such factors as seasonal sales declines or adynamically growing competition. To combine thegoals of preventing the drop in the sales andfrequency as well as reinforcing the client loyaltyof the brand, the centres developed a series of salespromotions held once or twice a year and basedon the sweepstakes with a car as a main prize.The 2008 edition of the promotion was named“The Big Caliber Win.” The promotion was launchedon 18 January 2008 and lasted continually until 9March 2008 when, concurrently with the closingof the winter season, the action grand finale ofprize drawing was organised simultaneously in allnine shopping centres. At the end of this period,with over 462,000 coupons in urns (+13.5% incomparison to the equivalent of last year’s winteredition), the M1 frequency index level was at96.6% vs. 100.3% market frequency index, whilethe tenants’ sales figures increased by 4.3%.

Professional RecognitionDominik Piwek, METRO Group Asset Management,Marketing Manager

Justyna Bawinska, METRO Group AssetManagement, Marketing and Advertising Specialist

Urszula Porebska, METRO Group AssetManagement, Marketing Team Manager

32

Sales Promotion Joint Centre Campaign

The One 2008—Shopping Centre Model Contest

12 Metro Group CentresGermany

Owned/Managed by:Metro Group AssetManagement GmbH & Co.KG

To strengthen their positioning within their localmarkets, to support their fashion competence, andto attract a younger target audience, 12 Metroshopping centres launched a model casting eventfrom June until October 2008. The multilayeredconcept consisted of 13 castings for models.The events were supported by very targetedcommunications campaigns and were highly visiblein the centres. The events were supported by oneof Germany’s leading model agencies, Modelwerk,and by two celebrity testimonials. With almost1,300 registrations for the contest, it has beenthe biggest model casting contest ever done by ashopping centre organisation in Germany.

Professional RecognitionThomas Haeser, Metro Group Asset ManagementGmbH & Co. KG, Head of DistrictCentermanagement


33

Grand Opening, Anniversary, Refurbishment or Extension

From 5,000 sq. m. to 20,000 sq. m. From 20,001 sq. m. to 40,000 sq. m.

World Brands Coming to Kolin

Futurum Kolin Shopping CenterKolin, Czech Republic

Owned by: GE Real EstateManaged by: Euro Mall Centre Management

Futurum Kolin Shopping Center was opened inOctober 2008. The city of Kolin is located only50 km from Prague, and the residents reliedheavily on Prague’s shopping centres for their retailshopping needs. The main goal of the openingcampaign was to break the strong tie to Prague’sshopping centres and persuade the residents inthe Kolin catchment area that it is no longernecessary to go to Prague for retail shopping. Withthe very limited marketing budget that wasavailable, the opening campaign was accomplishedin three phases intended to generate buzz anda word-of-mouth effect: viral marketing start off,a teaser stage, and a revelation.

Professional RecognitionPetr Dohnal, Euro Mall Centre Management,Marketing Director

Grand Opening Bryggen

BryggenVejle, Denmark


The main goal was to develop, launch, and carryout an extraordinary Bryggen Grand Opening,unparalleled in the whole region. The unique andindependent brand profile of Bryggen should becommunicated and the future dominating positionof the city centre underlined.

Professional RecognitionLotte Andersen, Steen & Strøm Denmark AS,Marketing Manager

Claus Tüchsen, Steen & Strøm Denmark A/S,Marketing Director

Torben Kappel, Yellow Advertising A/S, Art DirectorAnders Lykø, Yellow Advertising A/S, CEO

34

Grand Opening, Anniversary, Refurbishment or Extension

From 20,001 sq. m. to 40,000 sq. m.

Shopping MallDova Grand Opening

Shopping MallDovaChisinau, Moldova

Owned/Managed by: Lemi Invest

Lemi Invest, a joint venture of Anchor Grup SA—a leading Romanian real estate developer andLeogrant ISC—a well-known developer fromRepublic of Moldova, decided to develop the firstinternational standard shopping centre indowntown Chisinau, the state’s capital. Theopening of Shopping MallDova in November 2008had to position the project as a landmark—the firstmodern shopping centre. The mall is premier onthe Moldavian market, its visitors benefittingfrom new facilities at international standards. Themarketing team planned a three-step campaign,each with a distinct message that would explainfirst of all what is a mall and then the new optionsoffered: shopping, dining, and entertainment,all in one place.

Professional RecognitionVicentiu Spataru, Shopping MallDova,General Manager

Diana Adam, Shopping MallDova,Marketing Coordinator

Cabot Circus: Event

Cabot CirucsBristol, United Kingdom

Owned by: Land SecuritiesManaged by: Cabot Circus

Cabot Circus opened on 25 September and wasdeveloped by Bristol Alliance, a partnershipbetween Land Securities and Hammerson, twoof the U.K.’s leading property owners. It wasformed in direct response to the Bristol citycouncil’s long-standing aim to achieve arenaissance in Bristol’s Broadmead area. TheBristol Alliance delivered one of the largest andmost important regeneration programmessince the city’s post–World War II reconstruction.Over 120,000 shoppers visited Cabot Circuson day one.

Professional RecognitionMelanie Bruce-Roberts, Cabot Circus,Marketing Manager

35

Grand Opening, Anniversary, Refurbishment or Extension More than 40,000 sq. m.

IstinyePark Grand Opening

IstinyeParkIstanbul, Turkey

Owned by: Orjin Group and Dogus GroupManaged by: Istinye Yonetim Hizmetleri veTicaret A.S.

IstinyePark opened in September 2007, and itrepresents the newest and highest shoppingcentre standards in terms of architectural design,customer-friendly layout, high-quality, and vasttenant mix. IstinyePark offers an entirely newshopping centre experience. With all its uniquefeatures, the centre has dramatically raised theshopping centre standard in the Turkish market.The marketing team designed a unique planwith the opening organisation, media buys, andcreative design, reach, coverage, and efficiency.The advertisements stood out in the outdoorsof the shopping centre and in newspapers andmagazines. The grand opening ceremony attracteda lot of visitors, as well as media coverage.

Professional RecognitionHakan Kurt, Istinye Park, General Manager

Plaza Mayor Expansion

Plaza MayorMalaga, Spain

Owned/Managed by: Sonae Sierra

Plaza Mayor Leisure was opened on June 2001 asa leisure shopping centre. After that, we neededto increase the offerings in order to raise ourpenetration rate in the catchment area. For thisreason, the Plaza Mayor Expansion was made tocapitalize this need, opening a new shoppingcentre with a new offering, mainly from the fashionsector. The aim was to communicate and reinforcethe new centre’s positioning as fashion that offersstyle and glamour. It has the best fashion andaccessories stores in the mix, attracting visitorsfrom higher classes to a unique ambience.Consumers go there for the pleasure of lookingand finding more fashionable products. For thefashion position of Plaza Mayor Shopping, a launchcampaign has been developed, with a new lineof communication based on several needs.

Professional RecognitionMarta Arana, Plaza Mayor, Marketing ResponsablePatricio Gutierrez, Plaza Mayor, Deputy ManagerCarla Pereira, Sonae Sierra Portugal,Cluster Manager

Miguel Serrao, Sonae Sierra Portugal,Cluster Manager

Monica Pinto Coelho, Sonae Sierra Spain,Public Affairs Coordinator

36

We are Fischapark—Involving Our Team

FischaparkWiener Neustadt, Austria

Owned by: SES Spar European Shopping CentersManaged by: Fischapark Betriebsgesellschaft m.b.H.

For the first time in 2008, an “EmployeeProgramme” was developed in Fischapark WienerNeustadt for all of the more than 550 shoppingcentre employees. The programme’s highlight andconclusion was the presentation of the FischaparkEmployee Award in September 2008.


Kapuy Doris, Fischapark, Center ManagerGatterer Karin, Fischapark, Marketing Ass.Woeckl Yvonne, Fischapark, Marketing Ass.Oberhofer Anita, die Küche, CEO Agency

RED AnimationsWTC Constanta Preview

World Trade Centre ConstantaConstanta, Romania

Owned by: Harborside ImobiliaraManaged by: RED

RED is developing a mixed-use, large scale projectin Constanta, Romania. World Trade CentreConstanta (WTCC) comprises five dedicated retailfloors and therefore needs a proper leasing schemeand mix tenants. Because it’s a wide and complexproject, the leasing team felt that its businesspartners should realise the creativity and theentirety of the real estate scheme in an originalway—two original animation characters (smart,young, sassy) expressing RED’s values were created.Their adventures on Earth are exclusively relatedto the projects that RED is developing—the firstone being the WTCC.

Professional RecognitionAdina Camara, RED, Communication DirectorChristian Hiver, RED, Commercial DirectorAndrew Hardy, RED, International DirectorAndy Frain, Touchwood Animation, ProducerDave King, Touchwood Animation, Director

Business to Business (B2B)

From 20,001 sq. m. to 40,000 sq. m. More than 40,000 sq. m.

37

Alternative Revenue More than 40,000 sq. m.

Cirque du Soleil at CentrO

CentrO OberhausenOberhausen, Germany

Owned by: Stadium Group, EnglandManaged by: CentrO Management GmbH

Cirque du Soleil at CentrO was staged from 31 Julyto 7 September 2008. CentrO became the firstshopping centre in Europe to attract the world’smost famous circus. The revenue impact-driveninitiative managed to generate €30,000 inrevenue income, and at the same time, it produceda budget savings of €143,000, a 7.5% savingsof the annual marketing budget. Nearly all showssold out so Cirque secured the rights to revisitCentrO four more times over the next 8 years.

Professional RecognitionMarcus Remark, CentrO Oberhausen,Events Manager

Roland Hoffmann, CentrO Oberhausen,Marketing Manager

New Horizons BesidesThe Budget

Shopville Le GruGrugliasco–TO, Italy

Owned/Managed by: Corio Italia srl

Facing a potential economic recession, ShopvilleLe Gru courageously reacted by increasing themedia exposure together with the entertainmentactivities for the customers, aiming to increasesales and to maximize customer satisfaction. Theshopping centre has enhanced the areas dedicatedto customer entertainment, offering severalshopping experiences and getting positive resultsin terms of sales, visits, and customer satisfaction.The strategy adopted by the shopping centrefocuses on the capacity to entertain and, at thesame time, to create alternative revenues, payingone year for the facilities that will create a moreprofitable business for the following year.

Professional RecognitionAlessandro Gaffuri, Shopville Le Gru, Corio,Centre Manager & Marketing Director

Maria Grazia Caria, Shopville Le Gru, Corio,Marketing Assistant

Vera Skocir, Shopville Le Gru, Corio,Event Coordinator

Sara Soria, Shopville Le Gru, Corio,Communication & PR Manager

38

Fiat—Experience The Brand


Owned by: Nowe Centrum Sp z o.o. (Immoeast)Managed by: SCC Management

It is obvious that shopping malls are good placesto advertise other products. The large flow ofthe potential customers is the magnet for manyadvertisers. Mall advertising, however, might takethe shape of total brand experience instead ofsimple indoor posters. The first approach of thatidea in Silesia City Center was planned togetherwith Fiat Auto and brought very good resultsfor both Fiat and the shopping mall.




Alternative Revenue More than 40,000 sq. m.


Chairman

Frank PöstgesCentro Management GmbHGERMANY

Kirsty CrawfordDTZUNITED KINGDOM

Sandra DijksmanNETHERLANDS

Filipa FernandesSES Spar European Shopping CentersAUSTRIA

Carlos JesusSonae SierraPORTUGAL

Kate MasonKate Mason Consulting Ltd.UNITED KINGDOM

Ülker MelekAkmerkez Gyo A.S.TURKEY

Mauro RossettiNetwork Propaganda S.R.L.ITALY

Jacques SinkeBouwfonds MAB Development BVNETHERLANDS

Claus TüchsenSteen & Strøm Danmark A/SDENMARK

Aleksandra WasilewskaWhite CommunicationsPOLAND

The ICSC Solal Marketing Awards bring together thevery best of retail marketing across Europe to rewardthose with the most effective campaigns. Recognisingbest practice and outstanding marketing performance,the Solal Awards are seen as a benchmark of qualitythroughout the industry. ICSC Solal Gold Award winnersare automatically entered into the global ICSC Bestof the Best MAXI awards free of charge.

2009 Jury

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