MARKETING | CATEGORY ONE
2015 ASIA PACIFIC SHOPPING CENTER AWARDS
2015 Asia Pacific Shopping Center Awards
MARKETING POSITIONING
& BRAND AWARENESS
VITA @ HARBOUR CITY – THE
NEW HOME OF BEAUTY
HARBOUR CITY
HONG KONG
MANAGEMENT COMPANY:
WHARF ESTATES LIMITED
OWNER: THE WHARF
(HOLDINGS) LIMITED
Harbour City’s
transformation of an
adjoining office tower
into a beauty and
wellness hub branded
as ‘VITA’, successfully
attracted more than 200
beauty brands to the
precinct. The successful
establishment of
the VITA precinct
has positively
enhanced the centre’s
brand positioning
facilitating competitive
differentiation.
WORLD CLASS EXPERIENCE
SIAM PARAGON
BANGKOK, THAILAND
MANAGEMENT COMPANY: SIAM
PARAGON DEVELOPMENT AND
THE MALL GROUP
OWNER: SIAM PIWAT
Siam Paragon’s World
Class Experience
proposition was
taken to a whole new
level by a unique
campaign solely
targeting top-spending
customers. The World
Class Experience’s
competition gave
top customers the
opportunity to win
one of two unique
once-in-a-lifetime
experiences—a Hong
Kong Gastronomy Trip
or an opportunity to
walk the Red Carpet
at the Cannes Film
Festival.
THIS IS OUR VILLAGE
ST MARYS VILLAGE SHOPPING
CENTRE
ST MARYS, AUSTRALIA
OWNER/MANAGEMENT
COMPANY: MIRVAC REAL
ESTATE PTY LTD
The ‘This Is Our Village’
rebrand campaign
featured more than
4,000 images of local
residents going about
their daily lives, who are
proud to reside in the
community and shop
at St Marys Village.
The integration and
engagement of the
community into the
centre’s repositioning
was at the core of the
brand strategy.
13