Shopping Centers Today -> May 2005
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SOLALS HONOR BEST IN EUROPEAN MARKETING

ISTANBUL, Turkey — Four of the most creative and effective marketing campaigns from shopping centres across Europe won awards at this year’s ICSC Europe Solal Marketing Awards program, with another 16 campaigns receiving merits.

Centers in seven European countries picked up awards this year. The awards were presented at an April 21 gala dinner, during the 30th Annual European Conference & Retail Real Estate World Summit in Istanbul.

The winners automatically qualify for entry into the ICSC MAXI Awards.

“Marketing plays a pivotal role in the financial success of shopping centres,” noted Eileen Connolly, joint chairwoman of the jury and head of retail marketing for U.K.-based Donaldsons Europe, the property consulting firm. “Success must be measurable through efficient evaluation; it’s not enough to initiate a marketing campaign, however creative, without being able to measure the results.”

Standards of the entries were high this year, she said.

“This year the judging panel were delighted to see some stunning campaigns which show that, yet again, shopping centre marketing is developing in its effectiveness and professionalism, helping to drive shopping centre sales and visitor numbers in new and innovative ways, together with making a significant contribution to their communities.”

The winners were:

Business to business/leasing support

Award: Shopping and Much Much More
Center: Centro Oberhausen, Oberhausen, Germany

 

Public relations

Award: Shopping and Much Much More
Center: Centro Oberhausen
Merits: “Hollywood Cards,” Colombo, Portugal; “Wednesday Meetings,” Olivium Outlet Centre, Istanbul, Turkey; “We Like to be the Biggest,” Shopville Le Gru, Turin, Italy; “Chocolate,” Sonae Centres, Portugal

 

Community Relations (no awards)

Merits: “No smoking signs,” Cogesta Italia, Milan, Italy; “Season of Celebration,” Brent Cross, London; “Australian,” Bruun Galleri, Aarhus, Denmark; “Paint a kite,” Il Castello, Ferrara, Italy; “Ice Skating for a Green Forest,” Forum Algarve, Lisbon, Portugal; “Dress a Social Cause,” four Shopping Centres owned by Sonae, Portugal

 

Consumer Advertising (no awards)

“Fashion Catalogue,” Norte shopping, Porto, Portugal; “Institutional Campaign,” Parque Principado, Oviedo, Spain

 

Sales Promotion (no awards)

“Centro Model Contest,” Centro Oberhausen

Centre Productivity

Award: “Arc at Meadowhall”
Center: Meadowhall, Sheffield, U.K.
Merits: “Week on Wheels,” Paisley Centre, Paisley, U.K.; “Disney Tour,” Rodamco Centres, U.K.

 


Opening, Refurbishment or Extension

Award: “Fields of Shopping,” Field’s, Copenhagen, Denmark
Merit: “Already Arrived and it’s ours,” Luz del Tajo, 10 Spain
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