MARKETING | CATEGORY ONE
2015 Asia Pacific Shopping Center Awards
SALES PROMOTION/
TRAFFIC ACTIVATION
THE BIG DAY OFF
BIRKENHEAD POINT OUTLET
CENTRE
DRUMMOYNE, AUSTRALIA
BROADWAY’S CHRISTMAS
CRUSADER CAMPAIGN
BROADWAY
BROADWAY, AUSTRALIA
CENTRAL PARK BECOMES A
SUMMER PLAYGROUND
CENTRAL PARK
CHIPPENDALE, AUSTRALIA
EAST POINT CITY ‘WOOLLY
WONDERLAND’
EAST POINT CITY
HONG KONG
RM1.8MILLION GIFTS OF
PROSPERITY
PAVILION KUALA LUMPUR
KUALA LUMPUR, MALAYSIA
MANAGEMENT COMPANY:
ABACUS PROPERTY SERVICES
AND MIRVAC
OWNER: MIRVAC REAL ESTATE
PTY LTD
MANAGEMENT COMPANY:
MIRVAC REAL ESTATE PTY LTD
OWNER: MIRVAC GROUP/THE
PERRON GROUP
MANAGEMENT COMPANY: JLL
OWNER: FRASERS PROPERTY
AUSTRALIA AND SEKISUI
HOUSE LTD
MANAGEMENT COMPANY:
SUN HUNG KAI REAL ESTATE
AGENCY LIMITED
OWNER: SUN HUNG KAI
PROPERTIES
MANAGEMENT COMPANY:
PAVILION REIT MANAGEMENT
SDN BHD
OWNER: AMTRUSTEE BERHAD
FOR PAVILION REIT
Broadway Shopping
Centres Christmas
Crusader Campaign
was created specifically
in response to
consumer research
revealing customer
likes and dislikes at
Christmas. In response
to the research,
Broadway introduced
six very unique
and non-traditional
Crusader Ambassadors.
Each ambassador
represented and
provided a shopper
services to deliver
on the consumer
advertising proposition
‘Broadway is your
Christmas Crusader’.
Central Park positioned
itself as a key lifestyle
destination in Sydney at
the commencement of
Spring 2014 through a
multichannel ‘Summer
Playground’ campaign
held in September and
October. The campaign
enhanced the ambient
qualities of the centre
and a programme of
events was executed,
supported by a number
of tactical initiatives
driving retail spending.
Positioning itself as
a family destination
shopping mall,
East Point City has
been committed to
rolling out numerous
family-oriented art
programmes that spark
children’s creativity.
Celebrating the Year
of the Sheep in an
innovative and artistic
way, East Point
City joined forces
with The Woolmark
Company and local
felt artist, Debbie
Leung, to launch a
whimsically creative
campaign called
‘Woolly Wonderland’.
Embracing all things
wool from fashion to
furnishings the event
delivered sales, traffic
and media attention
across the region.
Following a difficult
trading year in Malaysia
and a downturn in
tourism, urgent and
strong action was
required. More than
35,000 shoppers
participated in Pavilion
KL’s ‘RM1.8 Million Gifts
of Prosperity’campaign
staged in conjuntion
with global brand
Crabtree & Evelyn.
Offering customers
gifts and prizes based
on sales, resulted in a
positive sales and traffic
trend throughout the
campaign.
To encourage early
Christmas shopping
with a promise of
beating the rush! The
Big Day Off campaign
was implemented
during November
2014. The campaign
encouraged the
target audience to
shop early and take
a day off to do their
Christmas shopping
mid-week. During the
campaign, customers
were rewarded with
incentives including
special offers, free
weekday parking and
a free Christmas giftwrapping service.
18