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Shopping Centers Today -> May 2006
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MARKETING ON THE EDGE
2006 Solal Awards honor Europe’s most compelling campaigns
Hip, innovative campaigns are helping European shopping center marketers drive traffic to their properties. And ICSC Europe’s 2006 Solal Marketing Awards have singled out the best of the best for special recognition. This year’s honorees range from the unconventional — an “impromptu” opera performed center court at Meadowhall Centre, in Sheffield, England, and broadcast on the BBC Three television network — to the everyday — a sophisticated series of sepia-toned advertisements promoting Centro Colombo, in Lisbon, Portugal. The awards were presented at the 31st annual ICSC Europe Conference, in Copenhagen, in late April. Winners were culled from a list of submissions for campaigns completed between September 2004 and December 2005. Judges graded these submissions based on creativity and cost-effectiveness, marketing objectives and strategy, tactics and implementation, and similar criteria.
For more information, visit ICSC Europe’s Solal Awards page.
A series of billboards, indoor posters, magazine ads and similar promotions
telling shoppers that Centro Colombo is “the center of your world”
won the Consumer and Trend Advertising award for the Lisbon, Portugal, mall.
Barcelona’s Maremagnum Shopping Centre won a Merit award in the Grand
Opening, Expansion and Renovation category for its colorful campaign to inform
shoppers about its recent refurbishment.
Sheffield, England’s Meadowhall Centre won the Community Relations award
for its Funky Feet program, a monthlong celebration of the property’s
15th birthday that included huge, fiberglass foot decorations, celebrity shoe
signings and chocolate shoe giveaways.
“FlashMob The Opera” garnered the Public Relations award for Meadowhall
Centre, Sheffield, England. The performance, broadcast on TV, drew thousands
to the center to watch. Performers sang Handel and Wagner.
Turkish shopping center Akmerkez won a Merit award for its Art at Akmerkez
3 event, which brought avant-garde art works to the mall for display.
Melvaer & Lien Idea Entrepreneur won a Merit award in the Consumer and
Trend Advertising category for its witty ads promoting Kvadrat Shopping Centre,
in Sandnes, Norway. The tag line “You do not seek. You find!” provided
a connecting theme.
Italy’s Network Propaganda won a Merit award in the Center Productivity
category for its work on five events with such engaging themes as “Back
to Christmas,” “Casino” and “Animal Farm.”
Madrid’s Centros Shopping Gestión won a Merit award in the Sales Promotion
and Events category for its automobile-themed “Do You Want to Be a World
Champion?” campaign.
Rodamco Europe España’s “Prepare Your Senses. It’s the New
Parquesur” campaign for the Parquesur shopping center in Madrid received
a Merit award in the category of Grand Opening, Expansion and Renovation.
The Olivium Outlet Centre, in Zeytinburnu, Turkey, received a Merit award
in the Community Relations category for fund-raising campaigns that included
a sports event featuring local celebrities and teams with handicapped players.
Steen & Strøm won a Merit award in the Sales Promotion and Events
category for its work transforming the Kolding (Denmark) Storcenter into an
airport, complete with F-16 fighter jets for a special event.
A Shopping Story, a campy, soap-opera-inspired campaign, won a Merit award
in the Consumer and Trend Advertising category for Atrium Fastigheter, which
created the concept for the Farsta Centrum shopping center, in Stockholm,
Sweden.
Firma Reklamova Kucs won the Grand Opening, Expansion and Renovation award
for its work promoting the opening of Poland’s Arkadia shopping center
in Warsaw.
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