Praga: annunciati i "Solal Marketing Awards" di ICSC
«Winners of the 2008 Solal Marketing Awards were announced on 12 June at the 2008 ICSC European Marketing Seminar in Prague. Presented annually, the ICSC Solal 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 Solal Awards are seen as a benchmark of quality throughout the industry. Congratulations to the following Gold Solal Award winners!
Community Relations — More than 40,000 Sq. M.
Museum of the Factory, Manufaktura, Łódź, Poland
Manager: Apsys Management. Owner: Manufaktura Ltd. (Subsidiary of Apsys Group)
Professional Recognition:Joao C.P. Xavier, General Director, Manufaktura/Apsys Management; Slawomir Murawski, Deputy Director, Manufaktura/Apsys Management; Agnieszka Nowak, Marketing Director, Manufaktura/Apsys Management; Aleksandra T. Wasilewska, Communication Director, Apsys Polska
Central Europe's largest lifestyle centre, the 150,000 sq. m. Manufaktura is located at the former Poznanski textile mills in Łódź, which date from 1852. Apsys celebrated the site's history by creating a unique Museum of the Factory to tell the stories of the thousands of factory workers who kept this area alive and to create a close relationship with the community. Over 2,500 people visited the museum on opening weekend alone, with a total of almost 50,000 visitors during 2007.
Public Relations — 20,001-40,000 Sq. M.
"Fashion Features" at Hempstead Valley, Hempstead Valley, Gillingham, UK
Manager: DTZ. Owner: BS & BA Pension Funds.
Professional Recognition: Su Button, Marketing Executive, Hempstead Valley
The 34,930 sq. m. centre's marketing director sought to draw back apparel shoppers and repair media relations by becoming a freelance writer for the local newspaper. The executive wrote regular editorial features, specific to fashion tenants at the centre, with commentary about celebrity style and current fashion trends accompanied by high-quality photography, and consulted biweekly with the retailers to share their expertise on key trends and products. As a result, Hempstead Valley saw its footfall rise by 4.66% during a nationwide decline of 6.08%.
Public Relations — More than 40,000 Sq. M.
Una Monstra Bestiale - Oriocenter, Oriocenter, Orio al Serio, Italy
Manager: Oriogest. Owner: Commerz Bank.
Professional Recognition: Esmeralda Cappellini, Management, Oriogest; Ruggero Pizzagalli, Management, Oriocenter
The centre's marketing team looked to solidify sales and improve their image through increased media coverage. The resulting "Una Monstra Bestiale" (Wild Show) art exhibition utilized over 4,100 pieces of art by the avant-garde Cracking Art group, who create artwork from recycled plastic, including 300 5x2-metre crocodiles covering the centre's exterior. Additional promotions included local media events, a major advertising campaign and various souvenirs. Overall, the campaign drew 3.6 million visitors to Oriocenter, while store traffic and turnover rose 20% and 15% respectively from the previous year.
Consumer and Trade Advertising — More than 40,000 Sq. M.
Shopping 2.0, In a Palace, Gran Via 2, L'Hospitalet, Spain
Manager: S.C.C.E. Owners: L.S.G.I.E., Carrefour, Filmax.
Professional Recognition:Luis Alcalá, Marketing Manager, Gran Via 2/SCCE; Jorge Fonseca, S.C. Manager, Gran Via 2/SCCE; Ana Iglesias, Marketing Assistant, Gran Via 2/SCCE
With mixed-use development hampering sales growth around the L'Hospitalet-based centre (outside Barcelona), its marketing department looked to boost sales among families and young professionals. Taking inspiration from virtual reality games like Sims and Second Life, the "Shopping 2.0, In a Palace" campaign featured a website used to solicit opinions from shoppers regarding the centre and what services they wanted. One suggestion ("a place to park my partner and shop in peace") resulted in a special lounge area with TVs, sofas, newspapers and WiFi access. In the end, generated media ad publicity rose a staggering 327% over the previous year, while sales and visitor growth also showed healthy improvements.
Sales Promotion — 20,001-40,000 Sq. M.
Lucky Receipts, Janki, Janki-Warsaw, Poland
Manager: Apsys Polska. Owners: GE, Taima Inv, Conforama, Cinema City.
Professional Recognition: Ewa Flader, SC Marketing Director, Apsys Polska; Joanna Dziewicka, Marketing Coordinator, Apsys Polska; Milena Gierczak, Marketing Assistant, Apsys Polska; Katarzyna Hrycko, Account Manager, Szwejkowski ADV. Agency; Malgorzata Bialek/Anna Walerych, SC Director, Apsys Polska
With increasing competition in the region, the 36,000 sq. m. centre's marketing team looked to increase its visibility, particularly in the southern outskirts of Warsaw. The resulting four-month "Lucky Receipts" programme encouraged shoppers to shop more by printing symbols on the back of each receipt that could be exchanged for prizes at a central location. Heavy promotion in-centre and via radio spots, billboards, posters and bus ads ensured exposure to the general public. In the end, tenant turnover rose by 22% from the same four months the previous year, while footfall increased 10% from the same period.
Grand Opening, Anniversary, Refurbishment or Extension — Over 40,000 Sq. M.
Magnolia Park, Magnolia Park, Wroclaw, Poland
Manager: REDIS. Owner: LDSA.
Professional Recognition:Gilbert Boulanger, Managing Director, REDIS
Opening in late 2007, the 66,500 sq. m. centre needed to distinguish itself from seven other existing and/or planned centres in the region. This was accomplished through a four-stage campaign based around a magnolia theme, including logo creation, radio ads, specially-recorded songs and even a short animated film, all leading up to the centre's grand opening. As a result, Magnolia Park's brand awareness peaked at 82.8% shortly after opening, while visitors and footfall stabilised well over forecasts.
"WOW," Meadowhall Centre Limited, Sheffield, U.K.
Manager: Meadowhall Centre Limited. Owner: British Land Plc.
Professional Recognition: Mohammed Dajani, Centre Director, Meadowhall Centre Limited; Richard Exton, Marketing Manager, Meadowhall Centre Limited
Devastated by flood shortly before the opening of its largest refurbishment ever, the centre needed a campaign designed to aid in business recovery as well as serving the re-launch. First, the summer-long "Twelve Weeks of Summer" campaign (created within 48 hours) focused on bringing shoppers back to the centre; then, with refurbishment back on schedule, the "WOW" campaign focused on the scheduled re-launch by encouraging people to take a new look at the centre. In the end, visitor numbers and sales all finished ahead of the national averages, while visitor figures finished ahead of predictions.
For a complete overview of the 2008 Gold and Silver Solal Award Winners, visit our www.icsc.org.» (CS dell'associazione)