2013 Asia Pacific Shopping Center Awards
ICSC is pleased to announce the winners of the 2013 Asia Pacific Shopping Center Awards, recognizing outstanding achievement in the following categories: Traditional Marketing, Design & Development and New Media. [For additional information, visit IC SC’s global awards web gallery].
Believe Your Eyes – Stabilisation Advertising Campaign
Following a five-year $400 million development, the Believe Your Eyes stabilisation campaign combined creative execution, strong events platform, sales driving and loyalty recognition through a targeted and well executed media strategy.
QVB – The Era of Glamour
Queen Victoria Building
Inspired by the sophistication of old Hollywood charm, QVB’s Era of Glamour campaign featured an experiential High Tea event, customer incentives and an engaging social media competition. Apparel sales increased, with the tactical incentive resulting in over $497,000 in direct retailer sales.
Bendigo Marketplace Shopping Centre
Sensitive Santa is a period of time set aside for special needs children to visit Santa. The after hour sessions provide a quieter, stress free environment for children to visit Santa and have their special Christmas photos taken.
Siam Center The Ideaopolis
At the forefront of the latest trends and fashion, Siam Center attracts almost 55 million visitors annually. Their grand opening event IDEAOPOLIS positioned them as deliverers of world- class retail and entertainment, leading to a 50% increase in traffic in its first month.
Public Relations and Events
Alabang Town Center
Teens were invited to connect their photos to people they knew on a giant corkboard. Ten days and two thousand portraits later, the mall’s 14-meter display offered a visual representation of the interconnections between Alabang Town Center’s teens.
East Point City “The Big World of Little Artists”
East Point City
With the support of international and local art organizations, art practitioners, schools and parents the Big World of Little Artists campaign at East Point City helped generated extensive media coverage and more than 4.3 million visits.
Rubber Duck @ Harbour City
Hong Kong, Hong Kong
Harbour City’s creativity and execution excellence, helped the Rubber Duck exhibition in Victoria Harbour attract global media coverage, draw unprecedented levels of mall traffic and sales, and further establish the centre as the destination in Hong Kong.
wtc more “Cap Avenue” Summer Campaign 2013
Hong Kong’s wtc more launched an imaginative PR campaign centering on baseball caps as a contemporary fashion accessory. The cost-effective campaign leveraged social media, events and celebrity star power to boost traffic and spending at the mall.
100 Doraemon Secret Gadgets Expo@Xintiandi
100 Doraemon Secret Gadgets Expo was a first-of-its-kind collaboration with Doraemon’s authorization company and Xintiandi Style. The exhibition was the largest in Doraemon’s history, creating buzz amongst Shanghai media and generating significant increases in centre traffic and sale
ION Orchard Beauty Season Mobile Campaign
ION Orchard’s Beauty Season Mobile Campaign offered shoppers samples of beauty products in exchange for written product reviews. The successful campaign helped the centre develop content for future use on social media, further capitalising on the power of recommendation.
Integrated Digital Campaign
The New Glorietta Vibe
Glorietta combined a Guinness World Record-breaking event with an integrated digital campaign to celebrate the completion of their redevelopment project. The results were astounding and a testament to the power of social media and strategic collaborations.
Rubber Duck @ Harbour City
To raise the online presence of Harbour City locally and internationally, the centre staged a 16.5 meter large Rubber Duck at Victoria Harbour. The integrated online campaign increased mall traffic and sales, and achieved the goal of bringing joy worldwide.
Centres of Central
Hong Kong, China
Centres of Central comprises five million square feet of office and retail space in the heart of Hong Kong’s central business district. The transformation of the facade of Prince’s Building has been largely through existing tenants’ upgrades and tenant mix reconfiguration allowing tenants to design and insert their own fit out and signage to create global flagship shop fronts.
TaiKoo Hui, Guangzhou is a mixed-use development comprising a shopping mall, two office towers, a five-star hotel, serviced apartments and a cultural centre. Located in the central business centre, the development provides more than 700 parking spaces and has direct access with the city’s Metro and bus systems.
Tokyu Plaza Omotesando Harajuku
Central to this theme are the mixture of street-level flagships with vertical shopping mall space, Tokyu Plaza features an open-air garden space in a dense urban environment, and a regularly updated pop-up store space for unique retail concepts.
Design and Development and Sustainability Winner
More than 130,000 people visited Hysan Place on its first day, positioning the retail complex as a landmark destination offering 17 levels of retail and dining and features two internal atriums that allow natural night to flow into the levels below. They were the first Hong Kong shopping centre to be awarded LEED Platinum certification.