2009 WINNERS
International Council of Shopping Centers, Inc.
www.icsc.org/asiaawards
ICSC Asia Shopping Centre Awards
Award Categories
ICSC Asia Shopping Centre Awards recognizes excellence within the region’s shopping centre industry and
honours outstanding achievements in marketing and design/development of retail properties.
Marketing
Advertising Strategic communications that advertise a shopping centre or company to its target market(s).
Alternative Revenue Programs and initiatives intended to generate revenue that directly enhances the net
operating income (NOI) of a shopping centre or company.
Business-to-Business Efforts and initiatives originating from a shopping centre or company and directed to a
retailer(s), trade group, investment community, or other targeted commercial interests.
Community Relations A single or ongoing event, program, or project that primarily benefits a charitable or
community need, interest, or cause.
Grand Opening, Expansion & Renovation A comprehensive marketing campaign intended to introduce or
reposition a new, expanded, or renovated shopping centre.
Public Relations A planned public relations program or initiative intended to primarily benefit the commercial
interests of a shopping centre or company.
Sales Promotion Programs or events intended to directly impact retail sales and customer traffic.
Design and Development The Design and Development category recognizes retail properties for their overall
design qualities and creativity in development, through renovation or expansion of an existing property or in the
innovative design of a new retail project.
Visit ICSC’s Global Awards Gallery at www.icsc.org/awardswebgallery to view complete details of the
winning entries.
2009 ASIA SHOPPING CENTRE AWARDS JURY
Carol Angelosanto
Marketing Warehouse Pty, Ltd.
Australia
Toby Bath
HOK International (Asia/Pacific) Limited
Hong Kong
Andrew W. Brien
Suria KLCC SDN BHD
Malaysia
Pamela C. Bryson,
SCMD
MAF Properties
United Arab Emirates
Karon Cameron
Lend Lease Asia Ltd.
Singapore
Nishank Joshi
Inorbit Malls India Pvt. Ltd.
India
Hermawan Kartajaya
MarkPlus, Inc
Indonesia
Stuart Langeveldt
AMP Capital Shopping Centres
Australia
Frank Lo
MulvannyG2 Architecture
United States
Cecille Marvilla,
CMD
Araneta Center Inc.
Philippines
Phil J. McArthur,
SCSM
Ivanhoe Cambridge Inc
India
Vivienne Tan
Consultant
Singapore
Rowena M. Tomeldan
Ayala Land, Inc.
Philippines
GOOD FOR FOR YOU—CHIFLEY PLAZA
Chifley Plaza
Sydney, Australia
OWNED BY: Reco Bathurst Pty Ltd MANAGED BY: Ipoh Management Services Pty Ltd
PROFESSIONAL RECOGNITION:
Kirstie Foord, Group Marketing Manager, Ipoh Management Services Pty Ltd; Kelly Berriman, Marketing
Manager, Ipoh Management Services Pty Ltd; Alana-Lee Glover, Administrative/Marketing Assistant,
Ipoh Management Services Pty Ltd; Creative Agency, Neon Creative
Chifley Plaza is located in Sydney’s financial and legal district at the base of an office tower. The centre
is a fusion of modern architecture, high quality food options and high-end fashion. Unlike most food
precincts in Sydney’s CBD, Chifley Plaza offers a diverse range of healthy food options. This point of
difference was used to develop the Good for You food campaign launched in February 2009 to drive
traffic and category sales. The campaign’s communications target was male and female aged 25-49
years, working in the immediate trade area with a household income of $AUS150,000 plus.
THE STRAND ARCADE AUTUMN WINTER CAMPAIGN
The Strand Arcade
Sydney, Australia
OWNED BY: GIC Relestate Pte Ltd MANAGED BY: Ipoh Managment Services Pty Ltd
PROFESSIONAL RECOGNITION:
Juanita Chrisostomos, Assistant Marketing Manager, The Strand Arcade; Kelly Berriman, Marketing Manager,
The Strand Arcade; Alistair Anderson, Centre Manager, The Strand Arcade; Kirstie Foord, Group Marketing
Manager, The Strand Arcade
The Strand Arcade is the last Victorian shopping arcade in Sydney’s CDB. Its unique retail offer and
therefore its competitive advantage lie in the arcade’s prestigious Australian fashion designers
and niche specialty stores, coupled with its unique shopping environment. The Strand Arcade runs two
seasonal fashion campaigns per year Autumn Winter and Spring Summer. The Autumn Winter
repositioning campaign commenced on 16 March 2009 and was promoted until 31 May 2009. The
campaign strategy involved repositioning the centre to communicate its competitive advantage and
support its unique retail offer.
QVB SPRING SUMMER FASHION CAMPAIGN 2008
Queen Victoria Building
Sydney, Australia
OWNED BY: Ipoh Pty Ltd MANAGED BY: Ipoh Management Services
PROFESSIONAL RECOGNITION:
Emma Cook, Marketing Manager, Queen Victoria Building
Queen Victoria Building (QVB) is a mature centre that plays a dual role in Sydney’s CBD
as a shopping centre and cultural icon. The centre offers a unique shopping environment
and a wide selection of International and Australian fashion brands. QVB’s Spring Summer
2008 fashion branding campaign was launched during the first week of August 2008
and remained in the marketplace until the end of October 2008. As the centre was
undergoing refurbishment works, the campaign strategy was one of maintenance to reinforce
the centre’s existing fashion position and support the retailer’s seasonal launches. The
campaign’s core communications target was female, 32 years old and working in the CBD.
QVB AUTUMN WINTER FASHION CAMPAIGN 2009
Queen Victoria Building
Sydney, Australia
OWNED BY: Ipoh Pty Ltd MANAGED BY: Ipoh Management Services
PROFESSIONAL RECOGNITION:
Emma Cook, Marketing Manager, Queen Victoria Building
Queen Victoria Building (QVB) is a mature centre that plays a dual role in Sydney as a shopping centre
and cultural icon. The QVB offers a unique shopping environment and a wide selection of International
and Australian fashion and accessories brands. The Autumn Winter 2009 fashion branding campaign
was rolled out from the first week of March 2009 and remained in the marketplace until the end
of May 2009. As the centre continues to undergo refurbishment works, the campaign strategy was
one of maintenance to reinforce the centre’s existing fashion position and support the retailer’s seasonal
launches. The campaign’s core communications target was female, 25-39 years old and works in CBD.
3
ADVERTISING Centres less than 150,000 sq. ft (13,935 m2) of total retail space
THE GALERIES VICTORIA 2009 AUTUMN/WINTER CAMPAIGN
The Galeries Victoria (TGV)
Sydney, Australia
OWNED BY: GIC Relestate Pte Ltd MANAGED BY: Ipoh Managment Services Pty Ltd
PROFESSIONAL RECOGNITION:
Kirstie Foord, Group Marketing Manager, Ipoh Pty Ltd; Kelly Berriman, Marketing Manager, Ipoh Pty Ltd;
Kylie Doulman, Assistant Marketing Manager, Ipoh Pty Ltd; Alice Murphy, Account Manager,
Neon Creative; Angie Rusby, Account Director, Neon Creative
The Galeries Victoria (TGV) is a relatively young centre that opened in 2000 in the center of Sydney’s CBD.
TGV provides consumers with a unique shopping experience through its fusion of contemporary architecture,
convenient food options and urban fashion retailers. TGV implements two seasonal fashion campaigns
per year, Autumn/Winter and Spring/Summer to drive awareness of the unique fashion mix. The Autumn/
Winter 2009 campaign was launched 1 March 2009. The advertising campaign ran for four weeks while
in-centre activations remain in place until the end of June. The campaign targeted males and females
aged between 18 to 29 years who work, study or live within TGV’s immediate trade area.
4
YOUR MALL. YOUR PLACE.
Qurum City Centre
Muscat, Oman
OWNED BY: Majid AlFuttaim MANAGED BY: Majid AlFuttaim Properties
PROFESSIONAL RECOGNITION: Ali AlAbdullah, Vice President–Asset Management, Majid
Al Futtaim Properties; Pam Bryson, VP–Marketing SCMD, Majid Al Futtaim Properties;
Sanjay Mehta, Regional Marketing Manager, Majid Al Futtaim Properties; Ibrahim AlQasmi,
General Manager–Muscat City Centre, Majid Al Futtaim Properties; Hassan Jaboub,
Mall Manager–Qurum City Centre, Majid Al Futtaim Properties
Opened in October 2008, brand new Qurum City Centre is Majid Al Futtaim Shopping Malls
second venture in Oman. Strategically located in the commercial hub of Qurum area with GLA
of 25,000 sq mts the community is in close proximity of 6 smaller malls which are considered as
commercial centres. Qurum City centre with its 75 stores is limited in its offering and does not
offer enough critical mass to the upmarket and multicultural population of 242,000 in immediate
trade area. We needed to develop a brand campaign that had universal appeal that was in
line with the personality of our young target group shoppers and the retail mix.
BAYSIDE REVISITED—A STORY OF REPOSITIONING
Bayside Shopping Centre
Frankston, Australia
OWNED/MANAGED BY: Colonial First State Property Management
PROFESSIONAL RECOGNITION:
Gabe North, Marketing Manager, Bayside Shopping Centre;
Stephanie Kupsch, Assistant Marketing Manager, Bayside Shopping Centre
Bayside Shopping Centre is located on the cusp of the Mornington Peninsula in the suburb of Frankston.
A re-branding campaign encouraged patrons to re-think their unfavourable perceptions of the Centre.
This was challenging because of the negative connotations that the very name ‘Frankston’ evoked a
legacy from a bygone era when it was considered working class and unsophisticated. The advertising
strategy leveraged off the positive attributes of the Mornington Peninsula, known for it fresh breezes,
wide open spaces, sand in your toes in Bayside’s advertisements, one could almost smell the sea air.
Results affirmed that Bayside was indeed revisited.
HIGHPOINT DENIM GUIDE
Highpoint
Maribyrnong, Australia
OWNED BY: Highpoint Property Group/GWSCF MANAGED BY: The GPT Group
PROFESSIONAL RECOGNITION: Louise Raymond, National Marketing Manager, The GPT Group;
Melanie Goetz, Divisional Marketing Manager, The GPT Group; Merline McGregor, Marketing
Manager, The GPT Group; Suen Taipi, Assistant Marketing Manager, The GPT Group; Natalie de
Zylva, Assistant Marketing Manager, The GPT Group
Highpoint is the main fashion destination within its trade area, and relies mostly on discretionary
spending for sales. Fashion is the main driver to Highpoint, with approximately 50% of specialty
sales derived from fashion. With tightening economic times including the GFC and rising national
debt, customers want inspiration to update their wardrobes with affordable trend pieces. Denim
provides the perfect opportunity to showcase the depth and breadth of retail at Highpoint, from
casual to evening wear. The Denim Guide is an on trend publication that is both a fashion guide,
an insight to local and international styles and a ‘where to buy’ for all things denim at Highpoint.
ADVERTISING Centres of 150,000 to 500,000 sq. ft. (13,935 – 46,451 m2) of total retail space
ADVERTISING Centres over 500,000 (46,451 m2) of total retail space
MIDLAND GATE—PERTH’S LARGEST GALLERY
Midland Gate Shopping Centre
Midland, Australia
OWNED BY: CFS GAM - DPIF/OSF MANAGED BY: Colonial First State Property Management
PROFESSIONAL RECOGNITION:
Kate Parker, National Marketing Manager, Colonial First State Property Management
Sarah Moore, Marketing Manager, Midland Gate Shopping Centre
A newly redeveloped Shopping Centre needs to shed the old and embrace the new. This was the
premise when Midland Gate Shopping Centre implemented its stylish market positioning, There Is an Art
to Living Well at Midland Gate. The US$116million Midland Gate redevelopment project was the most
significant icon of change in a rejuvenating region. Finally Midland, as a region, was being transformed
from a tired suburban outpost to a vibrant regional Centre, complete with a state-of-the-art Shopping
Centre. The final piece of the puzzle was communicating this positive change to the Perth community
through an integrated 12 month repositioning campaign.
5
LIFESTYLED BY MUSCAT CITY CENTRE
Muscat City Centre
Muscat, Oman
OWNED BY: Majid Al Futtaim Group MANAGED BY: Majid Al Futtaim Properties LLC
PROFESSIONAL RECOGNITION: Ali AlAbdulla, Vice President – Asset Management, Muscat City
Centre/Majid Al Futtaim Properties; Pam Bryson, VP–Marketing SCMD, Muscat City Centre/Majid Al
Futtaim Properties; Sanjay Mehta, Regional Marketing Manager, Muscat City Centre/Majid Al Futtaim
Properties; Ibrahim Al Qasmi, General Manager, Muscat City Centre; Ahmed Hamdy, Marketing
Manager, Muscat City Centre
Muscat City Centre, opened 2001 as a 300,000 sq.ft community centre anchored by value proposition.
Popular mid-market family destination with a loyal shopper base, it underwent a 16-month expansion
which resulted in the doubling of its size with 63 added stores—42 new brands to Oman. The
challenge—reposition the mall in relation to its new offer without alienating the current shopper. Consumer
campaign was developed that won hearts; minds of Omanis by utilizing Oman landscapes. Using the
tagline: Lifestyled by Muscat City Centre and the sublime: everything in the image, including the mountains
is available in Oman. The campaign was instrumental in shifting the perception of the mall.
THE GPT GROUP’S SHOPPING CENTRE BRAND DOMINATION
—LACOSTE AND WII
Melbourne Central, Melbourne, Australia
OWNED/MANAGED BY: The GPT Group
PROFESSIONAL RECOGNITION: Carolyn Hughes, Senior Mall Merchandising Manager,
Melbourne Central; Tasha Harp, National Mall Merchandising Manager, The GPT Group Portfolio;
Pricilla Goei, Marketing Manager, True Alliance (Aust and NZ distributors of Lacoste;
Adam Mortimer, Managing Director, 2Fish; Myles Quinn, Director, Red Outdoor
In conjuction with high profile brands Lacoste and Wii Melbourne Central launched an exclusive
pop up concept store in the piazza area of Melbourne Central as well as a Centre domination of
ambient media as an extension of Lacoste’s sponsorship of the Australian Open. The Melbourne
Central Team saw this as a fabulous opportunity to capitalise on additional income whilst
entertaining customers with a unique attraction in the centre, during a time when many tourists visit
Melbourne. It also offered Lacoste, being a new brand to Melbourne Central, the opportunity to
increase awareness through the centre and generate sales to the flagship store located there.
BRAND & RETAIL SOLUTIONS—
INCREASE NOI THROUGH SPACES AND PLACES
AMP Capital Shopping Centres
Australia
PROFESSIONAL RECOGNITION:
Susan Wheeldon, Head of Brand & Retail Solutions, AMP Capital Shopping Centres
Charlotte Valente, National Brand Solutions Manager, AMP Capital Shopping Centres
AMPCSC Brand & Retail Solutions had reached capacity from current revenue streams.
A new income generator was required to positively impact NOI. A full audit of 40 centres
was conducted which provided clear direction: experiential and integrated advertising
campaigns to add to the customer’s overall shopping experience. Untapped, existing spaces
allowed paying companies the opportunity for our 155 million customers to positively
interact with their brands. Converting these large-scale spaces for a variety of experiential
opportunities and advertising platforms allowed for this revenue stream—which now accounts
for 33% of the division’s total annual budget.
ALTERNATIVE REVENUE Centres over 500,000 (46,451 m2) of total retail space
ALTERNATIVE REVENUE Corporate, Company or Joint Centre
SILVER
AWARD
WINNER
GOLD
AWARD
WINNER
EXPERIENCE CHARLESTOWN SQUARE
Charlestown Square
Charlestown, Australia
OWNED/MANAGED BY: The GPT Group
PROFESSIONAL RECOGNITION: Sidone Thomas, Senior Marketing Manager, Charlestown Square/
The GPT Group; Louise Raymond, National Marketing Manager, The GPT Group; Samantha Taranto,
Retail Communications Manager, The GPT Group; Bruce Sedgwick, Project Director–Development
Leasing, The GPT Group; Jennifer Mann, Project Leasing Manager, The GPT Group
Charlestown Square launched a USD $439 million development in January 2008, which
will see the centre almost double in size. On completion in 2010, Charlestown Square will
be a unique retail and leisure space, serving as a catalyst for the revitalisation of the greater
Charlestown area. The challenge in the current economic climate was to ensure that the
message regarding the development cut through to retailers and generated significant interest
in the leasing opportunities available. Communication was delivered through a leasing teaser,
leasing brochure, leasing DVD, leasing suite and franchise support program.
6
CONSUMING PASSIONS
AMP Capital Shopping Centres
Australia
PROFESSIONAL RECOGNITION:
Scott Gillespie, Communication Manager, AMP Capital Shopping Centres
The Consuming Passions report (June 2008), achieved the business goal of raising the profile
of AMP Capital Shopping Centres and position the company as a leading commentator on
Australia’s retail landscape. The AMPCSC commissioned report on Australia’s current shopping
habits and emerging shopping trends gave AMPCSC the platform to deliver a view on the
future look and shape of Australian shopping centres. With 40 shopping centres, more than
150 million visitations annually (population of Australia 20 million) and an AUD$2.4 billion
development pipeline, AMPCSC was well placed to move into this thought leadership space
in the eyes of retailers, developers and Government departments.
PINKTOBER 2008
Kawana Shoppingworld
Buddina, Australia
OWNED/MANAGED BY: Mirvac Real Estate Pty Limited
PROFESSIONAL RECOGNITION:
Brooke Neylan, Marketing Manager, Kawana Shoppingworld
Kim Mackay, Centre Manager, Kawana Shoppingworld
Hayley Michelmore, Admin/Marketing Assistant, Kawana Shoppingworld
For the month of October, Kawana Shoppingworld joined forces with local radio station Hot 91 and
the Cindy Mackenzie Breast Cancer Foundation to host Pinktober, a month-long campaign developed to
raise much needed funds and awareness for the CMBCF and breast cancer in general. Over 700
Retailers embraced Pinktober by wearing pink tshirts and decorating their stores. Kawana Shoppingworld
has a reputation for providing support to many worthy local causes and has built up a reputation of
trust with both retailers and customers. The walkathon and other fundraising throughout the month
assisted in raising over $38,000 for the CMBCF.
MAHKOTA PARADE KIDS FIRED UP ABOUT SAFETY
Mahkota Parade
Melaka, Malaysia
OWNED BY: Hektar Real Estate Investment Trust
MANAGED BY: Hektar Asset Management Sdn Bhd
PROFESSIONAL RECOGNITION: Gloria Koh, Centre Manager, Mahkota Parade; Michelle Peralta, Marketing
Manager, Mahkota Parade; Joanne Khoo, Senior Marketing Executive, Mahkota Parade; Sim Biow Huei,
Marketing Executive, Mahkota Parade; Tracy Ann Tan, Marketing Executive, Mahkota Parade
Mahkota Parade, the regional market leader of Melaka Malaysia, conducted a community promotion
to increase awareness of fire safety through the local school children and with the support of the
MVFRA (Malaysia Volunteers Fire and Rescue Association). The one day fire safety workshop
was conducted to heighten knowledge of what should be done in the event of a fire, an area of
grave concern for government stakeholders. The event attracted 290 children and RM14,000
(US$3,847) in sponsorship, running at a per head cost of RM8.94 (US$2.45). 1,000 fire safety
flyers were distributed to the audience to reinforce the message.
BUSINESS-TO-BUSINESS Centres over 500,000 (46,451 m2) of total retail space
BUSINESS-TO-BUSINESS Corporate, Company or Joint Centre
COMMUNITY RELATIONS Centres of 150,000 to 500,000 sq. ft. (13,935 – 46,451 m2) of total retail space
GOLD
AWARD
WINNER
SILVER
AWARD
WINNER
BUILDING TOMMOROW
Oberoi Mall
Mumbai, India
OWNED BY: Oberoi Constructions MANAGED BY: Oberoi Mall Pvt Ltd
PROFESSIONAL RECOGNITION: Shibu Philips, Business Head, Oberoi Mall Pvt Ltd;
Saumil Daru, CFO, Oberoi constructions Pvt Ltd; Sachin Dhanawade, DGM, Oberoi Mall Pvt Ltd;
Rima Pradhan, Marketing Manager, Oberoi Mall Pvt Ltd
Oberoi Mall integrates community development as an integral part of its endeavor. We have
initiated several campaigns, focusing on bringing a smile on the faces of children. Fulfilling
wishes: Associated with Make A Wish Foundation to fulfill wishes of children with life-
threatening diseases, Children’s Day and Republic Day: Invited children to give them a
fun-filled mall experience. Moreover, we are staunchly committed to serve the environment
and have imbibed eco-friendliness as an integral part of our culture. The Earth Day
initiative, celebrating World Environment Day and the anti-tobacco campaign were a few
steps towards this direction.
7
1 UTAMA MERDEKA COMMUNITY FUN FAIR
1 Utama Shopping Centre
Bandar Utama, Petaling Jaya, Malaysia
OWNED/MANAGED BY: Bandar Utama City Centre Sdn Bhd
PROFESSIONAL RECOGNITION: Dato’ Teo Chiang Kok, Director, 1 Utama Shopping Centre/Bandar Utama City
Centre; Patrick So, A& P Manager, 1 Utama Shopping Centre/Bandar Utama City Centre; Lee Li Lian, Assistant PR
Manager, 1 Utama Shopping Centre/Bandar Utama City Centre; Joey Choong, PR Executive, 1 Utama Shopping
Centre/Bandar Utama City Centre; Eng Whei Whei, Graphic Designer, 1 Utama Shopping Centre/Bandar
Utama City Centre
With a brewing crisis punctuated by an unhappy residents association and township residents, 1 Utama strategically
organised an outdoor community fun fair extravaganza coined in celebration of Malaysia’s 50th Independence.
With the slogan Bringing the Community Closer, MCFF successfully set the scene for 1 Utama to reach out, penetrate
and be an integral part of the township community it operates in, while gaining goodwill with the Ministry of
Culture Arts and Heritage, residents, local council, police force, fire brigade, key community leaders, schools, mall
tenants and corporate partners, where all parties came together in a large scale community get together.
GO GREEN—LET’S GET TO GRIPS WITH CLIMATE CHANGE!
1 Utama Shopping Centre
Bandar Utama, Petaling Jaya, Malaysia
OWNED/MANAGED BY: Bandar Utama City Centre Sdn Bhd
PROFESSIONAL RECOGNITION: Dato’ Teo Chiang Kok, Director, 1 Utama Shopping Centre/Bandar Utama City
Centre; Patrick So, A& P Manager, 1 Utama Shopping Centre/Bandar Utama City Centre; Lee Li Lian,
Assistant PR Manager, 1 Utama Shopping Centre/Bandar Utama City Centre; Joey Choong, PR Executive,
1 Utama Shopping Centre/Bandar Utama City Centre; Eng Whei Whei, Graphic Designer, 1 Utama Shopping
Centre/Bandar Utama City Centre
Seizing the opportunity to strengthen its 1st Malaysian Eco-Mall image when environmental issues were in
vogue, 1 Utama upped the ante with one of the biggest green events ever held. Hosted in conjunction
with World Environment Day, GO GREEN became a platform to showcase many of 1 Utama’s pioneering
environmental campaigns by reaching out to the township community it operates in, shoppers, and in a
larger scale to all Malaysians. The eco-event became a successful collaborative effort with governmental
bodies, nature societies, educational institutions, mall tenants and corporate partners, where all parties came
together to raise awareness on climate change.
RAISING FUNDS FOR A CAUSE:
SUPPORT FOR CHINA’S SICHUAN EARTHQUAKE VICTIMS
apm
Kowloon, Hong Kong
OWNED BY: Sun Hung Kai Real Estate Agency Ltd. MANAGED BY: Kai Shing Management Services Limited
PROFESSIONAL RECOGNITION: Maureen Fung, General Manager – Leasing, Sun Hung Kai Real Estate Agency
Limited; Michelle Lee, Assistant General Manager – Leasing, Sun Hung Kai Real Estate Agency Limited; Cacin
Chan, Senior Leasing Manager – Leasing, Sun Hung Kai Real Estate Agency Limited; Shirley Li, Senior Promotion
Manager, Sun Hung Kai Real Estate Agency Limited; Bonald Chan, Senior Promotion Manager, Sun Hung
Kai Real Estate Agency Limited
On May 12, 2008 a powerful earthquake killed about 70,000 people, rendered about 18,000 others
missing and adversely affected some 10 million people in China’s Sichuan province. The cost of massive
reconstruction work was estimated at US$150 billion. Heeding China’s plea for help, Sun Hung Kai
Properties immediately deployed its retail flagship apm to undertake a series of projects to raise funds for
the Sichuan survivors and reconstruction work estimated at US$150 billion. With the efficacy of its
campaign, apm raised from over 15,000 people and corporate donors some HK$400,000 (US$51,280)
during May 15 to June 15 last year. The amount was the largest among major shopping malls in Hong Kong.
COMMUNITY RELATIONS Centres over 500,000 (46,451 m2) of total retail space
SILVER
AWARD
WINNER
THINK PINK!
Ayala Center Cebu
Cebu City, Philippines
OWNED BY: Cebu Holdings, Inc. MANAGED BY: Ayala Malls–Cebu Holdings, Inc.
PROFESSIONAL RECOGNITION: Emilio Tumbocon, Senior Vice-President and VisMin SBU Head,
Ayala Land, Inc.; Marivic Añonuevo, Senior Vice-President and Ayala Malls Group Head, Ayala
Land, Inc.; Francis Monera, President, Cebu Holdings, Inc.; Clavel Tongco, Senior Division Head,
Cebu Holdings, Inc.—Ayala Malls Group; Jovita Polloso, Division Head, Cebu Holdings, Inc.—
Ayala Malls Group
Going beyond the traditional Pink October awareness campaign, Ayala Center Cebu (ACC)
launched a celebration that highlights the importance of wellness and a healthy lifestyle.
It wanted to introduce a concept that would serve as a wake-up call for everyone to always
think of being in the ‘pink of health’. A campaign that aims to promote a holistic lifestyle
through good food, great fashion, and healthy living, ‘Think Pink’ was the term coined to
embody ACC’s month-long activities for October.
8
SPIRAL STARS GALLERY@LANGHAM PLACE
Langham Place
Hong Kong, Hong Kong
OWNED BY: Champion REIT MANAGED BY: Eagle Property Management (CP) Limited
PROFESSIONAL RECOGNITION: Vivian Leung, General Manager, Eagle Property Management (CP)
Limited; Makey Au-Yeung, Senior Marketing Manager, Eagle Property Management (CP) Limited;
Angela Kwan, Marketing Manager, Eagle Property Management (CP) Limited; Jazz Lam, Assistant
Marketing Manager, Eagle Property Management (CP) Limited; Regine Siu, Senior Marketing Officer,
Eagle Property Management (CP) Limited
Langham Place Mall situated at the prime location of Mongkok in Hong Kong. Langham Place is a
600,000 sq. ft., 15-level shopping mall that targets the young adult shoppers and offers the latest in
hip and stylish culture. Housing around 200 shops, Langham Place caters to shoppers of all ages.
Being one of the most creative and trendiest malls in Hong Kong, Langham Place offers comprehensive
shopping and dining experiences under one roof. Its anchor tenants include Hong Kong Seibu, UA
Langham Place, i.t, Muji, D-Mop, McDonald’s, AIX ARMANI EXCHANGE, CD Warehouse, edc
by esprit, Futbol Trend, H & M and MARKET PLACE by JASONS and 35 food and beverage outlets
and restaurants.
RECYCLING IS IN THE BAG
Market! Market!
Taguig City, Philippines
OWNED BY: Station Square East Commercial Corp. MANAGED BY: Ayala Malls Group
PROFESSIONAL RECOGNITION: Maria Victoria E. Añonuevo, Vice Chairman of the Board, Station Square East
Commercial Corp.; Rowena M. Tomeldan, President, Station Square East Commercial Corp.; Charmaine N.
Bauzon, Vice President for Operations, Station Square East Commercial Corp.; Joseph F. Reyes, General
Manager, Station Square East Commercial Corp.; Maria Marta E. Asuzano, Marketing Manager, Station
Square East Commercial Corp.
If they say that one man’s trash is another man’s treasure, then Market! Market!’s tarpaulin shopping bag
program can easily be likened to gold. Using the mall’s considerable amount of discarded tarpaulin
(water-proof, laminate fabric-like material used for advertising) and recycling it into fashionable shopping
bags for the customers, Market! Market! not only promoted the protection of the environment, but
also served a charitable purpose by giving much-needed support to marginalized communities. Market!
Market!’s creative conversion of useless proves that recycling for Mother Earth, coupled with charity, is a
golden idea worthy to be re-used for many years to come.
MIDLAND GATE GOES HYPER FOR YOUTH
Midland Gate Shopping Centre
Midland, Australia
OWNED BY: CFS GAM - DPIF/OSF MANAGED BY: Colonial First State Property Management
PROFESSIONAL RECOGNITION:
Kate Parker, National Marketing Manager, Colonial First State Property Management
Sarah Moore, Marketing Manager, Midland Gate Shopping Centre
Midland Gate’s trade area was changing from an undesirable area with high unemployment and high
crime to a vibrant regional Centre. However, youth anti-social behaviour was still rife which was
continuing to fuel negative perceptions of the area. Midland Gate, in partnership with its local Council,
hosted a multi-faceted youth programme involving the arts, event management and one of Perth’s
biggest youth rock festivals to cut anti-social behaviour in half.
GOLD
AWARD
WINNER
AMPCSC FIT2FLY NEW ZEALAND CENTRES CAMPAIGN
AMP Capital Shopping Centres
New Zealand
PROFESSIONAL RECOGNITION:
Desiree Clark, Marketing Manager, Botany Town Centre, AMPCSC
Linh Luong, Marketing Manager, LynnMall, AMPCSC
Tracy Thompson, Marketing Manager, The Palms, AMPCSC
Nina Rivett, Marketing Manager, Bayfair Shopping Centre, AMPCSC
The campaign ran in each centre during the July 2008 school holidays and involved a specially
built adventure course which aimed to keep Kiwi kids active during winter. It supported the
Foundation for Youth Development (FYD), a New Zealand charity which implements development
programs proven to make a positive difference in the lives of young people. A key strategy
was to engage the local schools in each centre’s main trade area by encouraging participation
and raising funds for FYD.
9
CAPITALAND RETAIL CARE+EVENT—
DONATION DRIVES FOR THE GREAT 2008
SICHUAN EARTHQUAKE
CapitaLand Retail Malls
China
PROFESSIONAL RECOGNITION: Lim Beng Chee, CEO, CapitaLand Retail Limited (CRTL); Simon Ho,
DY CEO, CapitaLand Retail Limited (CRTL); Goh Soon Yong, CEO, CapitaLand Retail Limited (CRTL)
China; Shirlene Sim, Corporate Communications & Marketing Manager, CapitaLand Retail Limited;
Therese Chew, Head, Regional Marcom, CapitaLand Retail Limited
20 CapitaLand Retail malls in China held donation drives from 16 to 31 May 2008 in aid
of the victims of the Great 2008 Sichuan Earthquake. Nation-wide activities, e.g., auctions,
stunt shows, concerts, were organised to reach out to all population strata to encourage
donations. Success was demonstrated by the RMB3,300,000 (US$480,000), raised within
two weeks. Our malls have also brought warmth to the hearts of the shoppers who now
embrace the malls as part of their community. The event is also in line with our credo Building
People to Build for People whereby we believe in supporting the society in which we operate.
ARE YOU WITH US?
A GREEN PROJECT BY FRASERS CENTREPOINT MALLS
Frasers Centrepoint Malls
Singapore
PROFESSIONAL RECOGNITION: Wendy Low, General Manager, Frasers Centrepoint Limited;
Raymond Chan, Senior Manager, A& P, Frasers Centrepoint Limited; Andre Lobo, Senior Manager,
A& P, Frasers Centrepoint Limited; Sue Chin, Assistant Manager, A& P, Frasers Centrepoint Limited;
Tan Siao Yin, Executive, A& P, Frasers Centrepoint Limited
Frasers Centrepoint Malls took the green movement one step further and promoted to shoppers
how they could embrace it realistically through the 3 Rs (Recycle, Reuse & Reduce) and sustain
in their everyday life through the introduction of LOHAS (Lifestyle of Health and Sustainability).
For 10 days, from 17 to 26 April 2009, Frasers Centrepoint Malls launched a unique
series of green initiatives and activities across six malls that actively engaged the community,
supported the dynamic education of youths and ultimately benefitted both shoppers and tenants.
Most significantly, goodwill was established with key stakeholders and the community
in general.
MAKING A DIFFERENCE
MAF Properties Shopping Malls
Dubai, United Arab Emirates
PROFESSIONAL RECOGNITION: Pam Bryson, SCMD, VP Marketing, MAF Properties;
Tasneem Murtaza/Susan Mikloska, Events & Promo Coordinator/Marketing Manager, Deira City
Centre; Sanjay Mehta, Regional Marketing Manager, MAF Properties; Lizelle Fitoussi, Marketing
Manager, Mall of the Emirates; Leena Hamad, Marketing Manager, Sharjah/Ajman City Centre
MAF Properties operates 4 shopping malls in the UAE a Muslim country in the Middle East. In
order to support the community during the Holy month of Ramadan, the malls wanted to provide
a forum for shoppers to donate more than clothing and expanded the offer to include: books,
eyeglasses and mobiles. 17 of our retailers participated by giving special coupons to anyone
donating items sold at their stores. The combined effort brought in over 83,000 donated items
and garnered approximately $155,000 USD in free exposure. Retailer coupons redeemed
were 6,711. The Make a Difference campaign depicted illustrative elements to represent the
categories: THINK (for books), FEEL (for clothing), HEAR (for mobiles), and SEE (for eyeglasses)
to reinforce the 4 categories across all collateral.
COMMUNITY RELATIONS Corporate, Company or joint Centre
GOLD
AWARD
WINNER
GOLD
AWARD
WINNER
SILVER
AWARD
WINNER
SILVER
AWARD
WINNER
IMMEDIATE RELIEF PROGRAM FOR SICHUAN EARTHQUAKE
MTR Malls
Hong Kong
PROFESSIONAL RECOGNITION:
Ms Candy Ng, Chief Shopping Centre Manager, MTR Malls, MTR Corporation Limited
Ms Suzanne Tam, Senior Retail Marketing Manager, MTR Malls, MTR Corporation Limited
Sichuan Earthquake, happened on 12 May 2008, had a devastating impact destroying
100,000 sq metres area and taking lives of nearly 70,000 people. In view of the serious
sufferings and urgent need of funds, 7 of MTR Malls immediately launched ‘Sichuan
Earthquake Relief Program’ with HK World Vision, hosting performances and charity sale
within 4 days after the Earthquake. The Program received strong support from shoppers and
total US$294,871 (HK$2.3million) were raised over a single weekend. The success of the
Relief Program demonstrated the caring and strong relationship with the Community.
PARK CENTRAL ‘FOUR FAMOUS BROCADES’ EXHIBITION
Park Central
Hong Kong
PROFESSIONAL RECOGNITION:
Fiona Chung, Deputy General Manager–Leasing, Sun Hung Kai Real Estate Agency Limited
Eric Lau, Senior Promotions Manager, Sun Hung Kai Real Estate Agency Limited
Fion Yeung, Assistant Promotions Manager, Sun Hung Kai Real Estate Agency Limited
China’s brocade has 3,000 year long history. Yun, Zhuang, Song and Shu Brocade are
China’s four most famous brocades. To commemorate 10th anniversary of Hong Kong’s
reunification with China in 2007, Park Central staged the Four Famous Brocades exhibition
from July to mid-August 2007. It was followed by a 56 Chinese folk-costume doll exhibition
plus a roving catwalk show at 8 shopping malls. The programmes attracted nearly 100
regional and local media coverage with up to 0.7 million US dollars media value and over
250,000 traffic to malls. Chinese folk-costume dolls redemption generated over
US$ 350,000 sales revenue at malls.
MAKING A SPLASH
Bahrain City Centre
Manama, Bahrain
OWNED BY: Majid Al Futtaim Group LLC MANAGED BY: MAF Properties
PROFESSIONAL RECOGNITION: Pam Bryson, SCMD, VP Marketing, MAF Properties; Sanjay Mehta,
Regional Marketing Manager, MAF Properties; Hussain Abbas, Customer Service Coordinator, Bahrain
City Centre; Peter Newman, Marketing Operations Manager, Mall of the Emirates; Derek Rossel,
General Manager, Bahrain City Centre
When Bahrain City Centre first opened, we experienced some challenges. The centre had spectacular
architecture as well as a good retail, entertainment offer, however some of the key entertainment and
leisure anchors were unable to open on time. Hence, marketing stepped in to assist to ‘deliver’ the
entertainment promise and eventual positioning by turning the centre galleria into a virtual theatre
house. With 7 major acts over a 6 month period, interwoven with key promotions. The centre launched
officially Dec 2008 with a royal visit from His Majesty The Crown Prince of Bahrain and 50 Ministers
& VIPs. $1.3 million in publicity has been received to date. And a 98% unaided awareness.
CITIZENS, FEAST WITH ABANDON
Chadstone—The Fashion Capital
Chadstone, Australia
OWNED BY: Colonial First State/Gandel Retail Management MANAGED BY: CFSPM
PROFESSIONAL RECOGNITION:
Mardi Ashkine, Marketing Manager, Chadstone—The Fashion Capital
Kate Parker, Group Marketing Manager, Colonial First State Property Management
As Australia’s most successful shopping centre with a reputation built on fashion, Chadstone did not
have a compelling fresh food and grocery offer. Market share of food spent rated below average,
despite the attractiveness of a dense and highly affluent trade area. An enticing new product offer
was launched including the addition of three supermarkets, several gourmet providers plus a range
of everyday food specialty retailers and new cafes and restaurants. At opening, customers were
invited to mingle with Australia’s best culinary talent, view cooking demonstrations, enjoy opening
offers, free sampling and giveaways, plus be rewarded for spending.
10
GRAND OPENING, EXPANSION & RENOVATION Centres over 500,000 (46,451 m2) of total retail space
GOLD
AWARD
WINNER
SILVER
AWARD
WINNER
ELEMENTS GRAND OPENING
Elements
Hong Kong
OWNED/MANAGED BY: MTR Corporation Limited
PROFESSIONAL RECOGNITION: Betty Leong, General Manager – Investment Property, MTR Corporation
Limited; Samantha So, Assistant Marketing Manager, MTR Corporation Limited; Stephanie Tsui, Senior
Marketing Office, MTR Corporation Limited; Jamie Lam, Senior Marketing Office, MTR Corporation Limited
Opened in autumn 2007 atop Kowloon Station in Hong Kong, ELEMENTS is Asia’s first true ‘shopping
in the park’ retail mall. The uniquely holistic upscale retail hub aims at enticing visitors with a genuinely
unique array of shopping, wining, dining, entertainment and cultural activities. In addition to a
groundbreaking five element (metal, wood, water, earth, fire) zoned design, many uniquely visitor-
focused attractions that justified ELEMENTS as Asia’s most innovative conceptual shopping mall include
the dynamic and creative mix of international luxury retailers, first-of-a kind prestige washroom design
and premium services, plus the genuinely refreshingly different promotions.
11
MUSCAT CITY CENTRE
Muscat City Centre
Muscat, Oman
OWNED BY: Majid Al Futtaim Group MANAGED BY: Majid Al Futtaim Properties LLC
PROFESSIONAL RECOGNITION: Ali AlAbdulla, Vice President–Asset Management, Muscat City
Centre/Majid Al Futtaim Properties; Pam Bryson, VP–Marketing SCMD, Muscat City Centre/Majid Al
Futtaim Properties; Sanjay Mehta, Regional Marketing Manager, Muscat City Centre/Majid Al Futtaim
Properties; Ibrahim Al Qasmi, General Manager, Muscat City Centre; Hassan Jaboub, Marketing
Manager, Muscat City Centre
Originally opened in 2001 as a small value-oriented community centre, Muscat City Centre
recently underwent a 16-month expansion program which essentially doubled the size of the centre
to over 650,000 square feet and added 63 new stores with 57 % being fashion and luxury brands.
The construction, phase 1 and 2 openings and final relaunch campaigns required unique marketing
approaches from customer service initiatives, to stay alive promotional programs, to strong
communications efforts to retailer tie-ins. Although traffic maintained during the construction phase,
sales increased by 43%, an intense PR effort resulted in OMR 198,935 (U$ 523,513) in publicity,
and a launch of the new lifestyled by Muscat City Centre brand evolved.
MAHKOTA PARADE LIGHTS LANTERNS FOR CHARITY
Mahkota Parade
Melaka, Malaysia
OWNED BY: Hektar Real Estate Investment Trust MANAGED BY: Hektar Asset Management Sdn Bhd
PROFESSIONAL RECOGNITION: Gloria Koh, Centre Manager, Mahkota Parade; Michelle Peralta, Marketing
Manager, Mahkota Parade; Joanne Khoo, Senior Marketing Executive, Mahkota Parade; Sim Biow Huei,
Marketing Executive, Mahkota Parade; Tracy Ann Tan, Marketing Executive, Mahkota Parade
Mahkota Parade, the regional market leader of Melaka Malaysia, launched their Chinese New Year
celebrations with the ‘Light a Lantern’ community campaign, aimed at raising funds for charity
and reinforcing the community nature of the centre in light of a competing centre opening. The 38-day
campaign centered on customers making a charitable donation in exchange for one lantern in
the wall of prosperity being lit. The campaign generated RM13,888 (US$3,816) for the Cancer Fund
and over RM79,500 (US$21,847) in publicity, for an investment of RM783.30 (US$215). The
campaign is set to be an annual Chinese New Year event.
DANCING TRAFFIC COPS
Wisma Atria
Singapore
OWNED BY: Starhill Global Reit MANAGED BY: YTL Pacific Star Property Management Pte Ltd
PROFESSIONAL RECOGNITION: Kevin Chee, Senior Vice President, Wisma Atria/YTL Pacific Star Reit
Management Ltd; Mok Lai Siong, Senior Vice President, Wisma Atria/YTL Pacific Star Reit Management
Ltd; Chan Shuk Ling, Marketing Manager, Wisma Atria/YTL Pacific Star Property Management;
Eileen Teo, Assistant Marketing Manager, Wisma Atria/YTL Pacific Star Property Management;
Tan How Song, Property Operations Manager, Wisma Atria/YTL Pacific Star Property Management
Wisma Atria is a leading mall located in the heart of Orchard Road, Singapore’s main shopping
street. On 15 January 2008, the MRT street level entrance/exit next to Wisma Atria was relocated
some 80 metres away to facilitate construction works at a neighbouring mall. For four days
starting 15 January 2008, two ‘Dancing Traffic Cops’, in signature traffic cop uniform and Raybans,
‘redirected’ commuter traffic back to Wisma Atria, amidst their break-dancing and sleek dance
moves. Return on investment was 8 times, including S$300,000 worth of coverage on print and
broadcast media which attracted more shoppers to the mall.
PUBLIC RELATIONS Centres of 150,000 to 500,000 sq. ft. (13,935 – 46,451 m2) of total retail space
GOLD
AWARD
WINNER
GOLD
AWARD
WINNER
GIRLS NIGHT OUT
The Palms Shopping Centre
Christchurch, New Zealand
OWNED/MANAGED BY: AMP Capital Shopping Centres
PROFESSIONAL RECOGNITION:
Tracy Thompson, Marketing Manager, The Palms, NZ–AMP Capital Shopping Centres
‘Girls Night Out’ was a three hour interactive shopping evening which has become the major
retail social event on the Christchurch calendar. Given impending increased competition in
the market, the event was extended in May 2009 to include one night only exclusive discounts
in all stores, in centre entertainment, complimentary pampering, goodie bags and a major
prize draw. Customers could receive a boarding pass entry with any purchase for the chance
to win a holiday to Paris. Over 6,600 customers attended the Girls Night Out in May 2009,
and the event succeeded in generating over $25,200 in publicity, during a typically quiet time.
LET’S JUST PLAY
Westpoint Blacktown
Sydney, Australia
OWNED/MANAGED BY: QIC
PROFESSIONAL RECOGNITION:
Megan Zalloua, Marketing Manager, Westpoint Blacktown
Donna White, National Marketing Manager, QIC Properties
After a protracted redevelopment, Westpoint Blacktown undertook a range of innovative and
high profile campaigns to positively reposition the centre and enhance its desirability to families.
A strategic partnership was formed with Nickelodeon—the worldwide leader in Children’s TV and
website entertainment, to stage a unique festival event—the Let’s Just Play Carnival, over three
days during the July 08 School holiday period. This unique partnership was the first of its kind for
a shopping centre in the world—a celebration of the fundamental joy of play, bringing together
all of the Nickelodeon family of characters in one major children’s event.
12
AMPCSC AUSTRALIAN FASHION DESIGN AWARDS PR
AMP Capital Shopping Centres
Australia
PROFESSIONAL RECOGNITION:
Donna Rogers, National Marketing Manager, AMP Capital Shopping Centres
Scott Gillespie, Communications Manager, AMP Capital Shopping Centres
AMP Capital Shopping Centres (AMPCSC) owns and manages some of Australia’s most popular and
successful shopping centres. It also sponsors one of Australia’s foremost fashion industry awards—
the NRA Australian Fashion Design Awards. After three years as the major sponsor, AMPCSC felt
there was an opportunity to gain considerably more from its involvement in 2009 and set about
reinventing the sponsorship to maximize exposure of its involvement and its commitment to its fashion
retailers and the Australian Fashion industry. How? Via the introduction of several new initiatives
that provided a tactical platform for the involved fashion centres and the national brand to leverage
publicity opportunities.
EAST POINT CITY – TAIWAN NIGHT MARKET FESTIVAL 2008
East Point City
Tseung Kwan O, Hong Kong
OWNED/MANAGED BY: Sun Hung Kai Real Esate Agency Limited
PROFESSIONAL RECOGNITION: Fiona Chung, Deputy General Manager, Sun Hung Kai Real Estate
Agency Limited; Emmy Leung, Senior Promotions Manager, Sun Hung Kai Real Estate Agency
Limited; Vivian So, Deputy Promotions Manager, Sun Hung Kai Real Estate Agency Limited;
Candy Lo, Deputy Promotions Manager, Sun Hung Kai Real Estate Agency Limited
During a USD12.8 million renovation in 2007, East Point City predicted a mega event to draw
visitors and public attention upon the completion of the project in the first quarter of 2008. The
marketing team initiated Hong Kong’s first and largest ever event Taiwan Night Market Festival
in April with collaboration with the official body Taiwan Visitors Association. This unprecedented
event introduced and freshly presented twelve recognized Taiwan snacks to Hong Kong people.
The partnership created synergy that a traffic growth of 67 percent for the 3-day event with a
new record of 220,000 visitors on the last day.
PUBLIC RELATIONS Centres over 500,000 (46,451 m2) of total retail space
PUBLIC RELATIONS Corporate, Company or Joint Centre
SALES PROMOTION AND EVENTS Centres of 150,000 to 500,000 sq. ft. (13,935 – 46,451 m2) of total retail space
GOLD
AWARD
WINNER
SILVER
AWARD
WINNER
13
‘BLOSSOM IN PINK, PROSPER IN RED’ AT PAVILION KL
Pavilion Kuala Lumpur
Kuala Lumpur, Malaysia
OWNED BY: Urusharta Cemerlang Sdn Bhd MANAGED BY: Pavilion Kuala Lumpur Sdn Bhd
PROFESSIONAL RECOGNITION: Joyce Yap, Chief Executive Officer, Pavilion Kuala Lumpur;
Kung Suan Ai, General Manager, Marketing, Pavilion Kuala Lumpur; Marketing Team, Pavilion
Kuala Lumpur
Pavilion Kuala Lumpur, Malaysia’s newest shopping centre, has been enjoying increased
traffic since it opened in late 2007. The centre expected sales and foot traffic to drop
significantly in January 2009, after the Christmas and sale season coupled with the global
financial crises. The centre capitalised on the Chinese New Year festival to draw new crowds
boost sales and create a marketing niche for the centre. Focused on the Year of the Golden
Bull, the event received phenomenal response with a 26% increase in patronage with
the event highly publicized and enhanced the centre’s commitment towards culture and arts.
HONG KONG’S APM COMPLEX AND HOW IT CASHED IN ON THE
2008 BEIJING OLYMPIC GAMES
apm
Kowloon, Hong Kong
OWNED BY: Sun Hung Kai Real Estate Agency Ltd. MANAGED BY: Kai Shing Management
Services Limited
PROFESSIONAL RECOGNITION: Maureen Fung, General Manager-Leasing, Sun Hung Kai Real
Estate Agency Limited; Michelle Lee, Assistant General Manager-Leasing, Sun Hung Kai Real Estate
Agency Limited; Cacin Chan, Senior Leasing Manager – Leasing, Sun Hung Kai Real Estate
Agency Limited; Shirley Li, Senior Promotion Manager, Sun Hung Kai Real Estate Agency Limited;
Bonald Chan, Senior Promotion Manager, Sun Hung Kai Real Estate Agency Limited
Games of the XXIX Olympiad in Beijing on August 8 to 24 last year attracted global attention. All
Chinese people, including those in Hong Kong, took pride in the Olympic Games held on Chinese
soil for the first time. With interest in the Games at its keenest, Sun Hung Kai Properties tasked its
retail flagship apm to cash in on the Olympic through a series of innovative and aggressive sales
and promotion projects. As a result, apm sales for the Olympic month of August 2008 reached
HK$300 million, up 27% year-on-year, while shoppers flow touched 9 million,up 15% year-on-
year. apm beat rival shopping malls on both counts, a clear testimony to the efficacy of its sales
& promotion campaign.
ELEMENTS FLIRTING WITH SOUND
ELEMENTS
Hong Kong
OWNED/MANAGED BY: MTR Corporation Limited
PROFESSIONAL RECOGNITION: Betty Leong, General Manager–Investment Property, MTR Corporation
Limited; Sheroal Chung, Retail Marketing Manager, MTR Corporation Limited; Samantha So, Assistant
Retail Marketing Manager, MTR Corporation Limited; Spencer Wong, Managing Director, Executive
Creative Director, McCann-Erickson Guangming Ltd.; Nick Lim, Creative Consultant, McCann-Erickson
Guangming Ltd.
Inspired by the masterpiece, Beethoven’s Symphony No.5 in C minor Op. 67 1, ELEMENTS applied
visual waveform as in-mall decoration, limited edition premiums such as chocolates, tea, silver
pendants and home decorations. Flirting with Sound delivered a totally new wave for Hong Kong
people to experience sound through light, touch and even taste. Together with the use of non-traditional
media supported by live events, online gaming, mobile advertising and press kit, DM, the artistic and
luxury campaign perfectly matches the elegant yet fashionable positioning of ELEMENTS and
differentiate ELEMENTS from its competitors which are offering coupons and seasonal discounts only.
LANGHAM PLACE 2008 SPORTS FOR ALL CAMPAIGN
Langham Place
Kowloon, Hong Kong
OWNED BY: Champion REIT MANAGED BY: Eagle Property Management (CP) Limited
PROFESSIONAL RECOGNITION: Vivian Leung, General Manager, Eagle Property Management
(CP) Limited; Makey Au-Yeung, Senior Marketing Manager, Eagle Property Management (CP)
Limited; Angela Kwan, Marketing Manager, Eagle Property Management (CP) Limited; Jazz Lam,
Assistant Marketing Manager, Eagle Property Management (CP) Limited; Regine Siu, Senior
Marketing Officer, Eagle Property Management (CP) Limited
Langham Place is a 600,000 sq. ft., 15-level shopping mall that targets the young adult
shoppers and offers the latest in hip and stylish culture. Housing around 200 shops, Langham
Place caters to shoppers of all ages. Being one of the most creative and trendiest malls in
Hong Kong, Langham Place offers comprehensive shopping and dining experience under
one roof. Its anchor tenants include Hong Kong Seibu, UA Langham Place, i.t, Muji, D-Mop,
McDonald’s, AIX ARMANI EXCHANGE, CD Warehouse, edc by esprit, Futbol Trend,
H& M and MARKET PLACE by JASONS and 35 food and beverage outlets and restaurants.
SALES PROMOTION AND EVENTS Centres over 500,000 (46,451 m2) of total retail space
GOLD
AWARD
WINNER
GOLD
AWARD
WINNER
ROUSE HILL TOWN CENTRE WIN A GREEN MACHINE
Rouse Hill Town Centre
Rouse Hill, Australia
OWNED/MANAGED BY: The GPT Group
PROFESSIONAL RECOGNITION: Tracey Whittaker, Divisional Marketing Manager, The GPT Group;
Jenny Hambly, Marketing Manager, The GPT Group; Martin Ollis, General Manager, Rouse Hill
Town Centre; Louise Raymond, National Marketing Manager, The GPT Group
Win a Green Machine was developed following the launch of Rouse Hill Town Centre in March
2008 as a sales driving initiative, encouraging repeat visitation using a spend for reward
mechanic. It was an important step in stabilising the new Centre post-opening. Win a Green
Machine ran from 14 May until 22 June 2008 and focused on keeping traffic and sales
momentum post launch and in the lead up to the winter months. As part of GPT’s commitment to
reduce energy use and carbon emissions, and in synergy with the key message of ecologically
sustainable development, visitors were given the chance to win a $41,000 Toyota Prius,
bicycles, scooters and over $30,000 of instant retailer prizes.
14
FRESH REWARDS
Westpoint Blacktown
Sydney, Australia
OWNED/MANAGED BY: QIC
PROFESSIONAL RECOGNITION:
Megan Zalloua, Marketing Manager, Westpoint Blacktown
Belinda Wilton, Marketing Manager, Westpoint Blacktown
Donna White, National Marketing Manager, QIC
To promote the newly refurbished fresh food precinct at Westpoint, offering 3 supermarkets,
convenient access and more than 12 fresh food retailers, and to encourage spend and
visitation, an ongoing fresh food sales promotion campaign, Fresh Rewards, was launched In
January of 2008. Customers were encouraged to join the programme to receive a benefits
card offering multiple benefits incuding a 5% discount at participating fresh food retailers.
Fortnightly flyers featuring key specials and member benefits were also distributed to 30,000
households, together with weekly E-newsletter to members.
FEEL GOOD FEBRUARY
AMP Capital Shopping Centres
Australia
PROFESSIONAL RECOGNITION:
Belinda Daly, Divisional Marketing Manager, AMP Capital Shopping Centres
Feel Good February was a sales driving campaign built as a direct response to combat an
anticipated sales decline due to the global economic crisis. Australian and New Zealand
consumers were being bombarded with constant doom and gloom from economic negativity
through the media. The campaign was developed to empower customers by providing
everyday spending and financial tips by successful money author and financial journalist,
Emily Chantiri, plus offering everyone an in-centre reward for shopping at AMP Capital
Shopping Centres (AMPCSC). Feel Good February positioned AMPCSC as a proactive
company with a focus on supporting over 3,000 retailers during tougher economic times.
30 DAYS OF FASHION & BEAUTY
Colonial First State Property Management
Australia
PROFESSIONAL RECOGNITION:
Karla Haverfield, National Marketing Projects Manager, Colonial First State Property Management;
Kate Parker, National Marketing Manager, Colonial First State Property Management
How does a property manager with a vast portfolio of Centres including the grandest to the
smallest, partner with Australia’s leading magazine publisher to successfully deliver a
national fashion and beauty campaign whilst maintaining individual brand integrity? Colonial
First State Property Management (CFSPM) identified a unique opportunity to partner with
Australian Consolidated Press (ACP) Magazine’s annual 30 Days of Fashion & Beauty
event. This opportunity provided CFSPM’s 30 Centres with a high profile national platform
to leverage and customise campaigns to achieve individual sales targets. Results were
outstanding, with CFSPM leading the industry in fashion & beauty!
SALES PROMOTION AND EVENTS Corporate, Company or Joint Centre
SILVER
AWARD
WINNER
SILVER
AWARD
WINNER
STOCKLAND IS MY FUNLAND
STOCKLAND COMMERCIAL CENTRES
Australia
PROFESSIONAL RECOGNITION:
Taryn McGurk, National Marketing Manager, Stockland Commercial
Stockland owns and operates 32 shopping centres across Australia. In 2008 Stockland
identified a gap in their marketing mix—the opportunity to build a nationally consistent and
exclusive branded marketing programme targeting children and families. The key objective of
the programme was to engage customer loyalty and attract more families to visit Stockland
shopping centres. A dedicated marketing program anchored by a unique web site and suite
of in-centre attractions was developed. The ‘Stockland Is My Funland’, programme has
attracted over 70,000 dedicated members and created a unique and high profile children’s
marketing programme exclusive to Stockland centres within the Australian market.
15
ANCHORPOINT Total Retail Space: 71,610 sq. ft.
Singapore Number of Stores: 66
PROFESSIONAL RECOGNITION
Owner: Frasers Centrepoint Trust
Management Company: Frasers Centrepoint Property Management Services
Design Architect: Formwerkz Architects
Production Architect: TAB Architects
General Contractor: Hong Kiat Construction Pte Ltd
Development Company: Anchor Development Pte Ltd
Opened in 1997, Anchorpoint used to house a cluster of home furnishing shops and services
for the neighbourhood. The suburban mall underwent renovations in 2007 and was successfully
re-launched in May 2008 as Singapore’s first village-themed outlet mall catering to savvy
shoppers who sought affordability without sacrificing style. To match the mall’s theme, tenants
transformed their shops to introduce a tinge of urban village element. Outlets also adopted an
indoor-alfresco concept. The mall is decked out in calming earth tones and accentuated by
splashes of greenery and rustic wood elements to reflect a cozy ambient feeling.
BENDIGO MARKETPLACE Total Retail Space: 247,500 sq. ft.
Chadstone, Australia Number of Stores: 62
PROFESSIONAL RECOGNITION:
Owner: PPS Nominees Pty Limited
Management/Development/Leasing Company: Colonial First State Property Management
Design Architect/Graphic Designer: Buchan Group
Lighting Designer: Umow Lai
Landscape Architect: Mark Mcwha
General Contractor: Hansen Yuncken
The Bendigo project reconfigured an in line strip of specialty shops accompanied by a Supermarket
and Discount Department Store into a dual mall configuration with the following features: Addition
of a new mall anchored by two mini majors of 1,000m2 at each end; and Provision of a new
food court with seating for 200 patrons; Provision for a North facing pedestrian friendly frontage
incorporating alfresco dining opportunities; Two sets of travelators and a lift to ensure adequate
vertical transportation; An additional 270 car spaces.
BUGIS JUNCTION Total Retail Space: 578,312 sq. ft.
Singapore Number of Stores: 231
PROFESSIONAL RECOGNITION:
Owner: CapitaMall Trust
Management/Development/Leasing/Finance Company: CapitaLand Retail Limited (CRTL)
Production Architect: DP Architects Pte Ltd
General Contractor: Hon Industries Pte Ltd
Bugis Junction is strategically located in the heart of Singapore’s Civic and Cultural District. 3-storey
shophouses flanking two roads, Malay Street and Hylam Street, were at its location before they were
demolished. The shophouses were later reconstructed and integrated as part of the mall to house
retail shops, while Malay Street and Hylam Street were re-created as covered airconditioned
shopping walkways. With over a decade as a leading shopping venue for the young and trendy,
the renovation aimed to reinvent Bugis Junction through clever space planning, exciting spatial and
visual experiences, enhanced tenant mix, with its unique interior architecture in mind.
RENOVATION OR EXPANSION OF AN EXISTING PROJECT Centres less than 150,000 sq. ft (13,935 m2) of total retail space
RENOVATION OR EXPANSION OF AN EXISTING PROJECT Centres of 150,000 to 500,000 sq. ft. (13,935–46,451 m2)
of total retail space
GOLD
AWARD
WINNER
IMM Total Retail Space: 419,000 sq. ft.
Singapore Number of Stores: 241
PROFESSIONAL RECOGNITION:
Owner: CapitaMall Trust
Management/Development/Leasing/Finance Company: CapitaLand Retail Limited
Design/Production Architect: DCA Architects Pte Ltd
Graphic Designer: Blue Beetle Design
Landscape Architect: DLQ Design Pte Ltd
General Contractor: Shimizu Corporation
IMM is a 5-level suburban mall located in Jurong East, a densely populated area in the
western part of Singapore. It is near to Jurong East Mass Rapid Transit (MRT) Station and Bus
Interchange, and is easily accessible via motorways. The renovation and expansion works
included the conversion of an open-air car park into a 3-storey mall extension thus adding a
greater variety of retail offerings, reconfiguration of existing retail space, introduction of new
retail zones, as well as an outdoor landscaped children’s playground and water splash-park,
making IMM the first mall in Singapore to have such.
16
RAFFLES CITY Total Retail Space: 470,597 sq. ft.
SHOPPING CENTRE SINGAPORE Number of Stores: 200
Singapore
PROFESSIONAL RECOGNITION:
Owner: RCS Trust
Management/Development/Leasing/Finance Company:
CapitaLand (RCS) Property Management Pte Ltd
Design Architect: SPARCH (Singapore) Pte Ltd
Production Architect: RSP Architects Planners & Engineers (Pte) Ltd
General Contractor: Sato Kogyo (S) Pte Ltd
Raffles City Shopping Centre (RCSC) is located at the fringe of Singapore’s Central Business District.
It is part of a prime landmark integrated development, Raffles City Singapore, which is directly
above and connected to the City Hall Mass Rapid Transit (MRT) station, one of Singapore’s four
major MRT interchange stations. The 4-storey retail mall underwent a US$52.0 million renovation
and expansion to strengthen its fashion and offerings. Subsequent to the works, an additional
41,600 square feet of lettable space was created from previously unproductive areas within the
mall, and generated an investment yield of over 10%.
BEIJING APM Total Retail Space: 973,054 sq. ft.
Beijing, China Number of Stores: 180
PROFESSIONAL RECOGNITION:
Owner/Management/Leasing/Finance Company: Beijing Sun Dong An Co. Ltd.
Design Architect: AGC Design Ltd
Graphic Designer: Graphia International Ltd.
General Contractor: China Construction First Enginnering Bureau Co.
Development Company: Sun Hung Kai Properties Ltd
‘Beijing apm’ (originally named Sun Dong An Plaza) is located at the northern side of
Wangfujing Street, the best known and busiest shopping street of Beijing. When completed in
1998, Beijing apm was named one of the ten best pieces of architecture in the 1990 decade.
Beijing apm is composed of two parts. A retail centre of about 90,000 sm and three office
towers sitting atop the retail podium totaling about 40,000 sm. The retail centre of Beijing
apm is among if not the busiest in Beijing, averaging about 80,000 visitors daily, and could
reach more than 120,000 a day during Spring Festival. Beijing apm also commands one of
the highest average retail rentals in Beijing.
CHADSTONE’S FRESH FOOD Total Retail Space: 1,457,433 sq. ft.
PRECINCT (STAGE 30) Number of Stores: 55
Chadstone, Australia
PROFESSIONAL RECOGNITION:
Owner: Gandel Group and CFX Retail Trust
Management/Development/Leasing Company: Colonial First State Property Management
Design Architect: RTKL; Production Architect/Graphic Designer: The Buchan Group
Lighting Designer: Simpson Kotzman; Landscape Architect: Mark McWha
General Contractor: Probuild Constructions Australia
Chadstone Place is a mixed-use, main street project providing a shopping experience unlike the
traditional enclosed mall format Chadstone typically provides, and comprises; 43,000 sq. ft. Safeway
supermarket and approx 45 specialty stores including a specialist gourmet food; homewares offer
located around the feature Plaza – Aldi & Macro supermarkets and a large format fruit and vegetable
grocer—Remix and refurbishment of the existing fresh food mall—59,000 sq. ft. large format stores;
75,000 sq. ft. 4 level commercial office building – 24,500 sq. ft. Gymnasium; Lower Level; rooftop
carpark (450 added, however only additional 250 car spaces); West carpark deck (550 spaces).
RENOVATION OR EXPANSION OF AN EXISTING PROJECT Centres over 500,000 (46,451 m2) of total retail space
GOLD
AWARD
WINNER
SILVER
AWARD
WINNER
GREENBELT 5 Total Retail Space: 817,979 sq. ft.
Makati, Philippines Number of Stores: 204
PROFESSIONAL RECOGNITION:
Owner/Management/Development/Leasing/Finance Company: Ayala Land Inc
Management Company: Ayala Land Inc; Design Architect: Callison, LLC in collaboration with GF & Partners;
Production Architect: GF & Partners; Graphic Designer: Callison, LLC; Lighting Designer: PL Lighting
Landscape Architect: SWA in collaboration with Ponce Veridiano; General Contractor: Makati Development Corp
Greenbelt 5 is the latest piece of the Greenbelt redevelopment, a multi-awarded lifestyle center at the heart
of Metro Manila’s premier Central Business District. Greenbelt 5 completes the mix of the complex with
upscale fashion shopping complementing existing dining and entertainment offerings. The four-level
(48,680 sqm) shopping center showcases the best of Filipino artistry and ingenuity alongside international
luxury brands and offers open spaces for public events amidst the lush oasis of Greenbelt Park. It builds
on sustainability and connectivity principles initiated in previous Greenbelt projects, expanding the park
and improving linkages to surrounding areas.
17
CENTRALWORLD Total Retail Space: 2,000,495 sq. ft.
Bangkok, Thailand Number of Stores: 464
Professional Recognition
Owner/Management/Development/Leasing Company: Central Pattana PLC;
Design Architect: Altoon + Porter Architects LLP; Production Architect: The A49 Group;
Graphic Designer: Redmond Schwartz Mark Design; Lighting Designer: Kaplan Gehring &
McCarroll Architectural Lighting; Landscape Architect: SWA Group; General Contractor:
Construction Lines Co. and Pre-Built Public Co.; Finance Company: Property Fund:
Krungthai Asset Management Public Co
CentralWorld is the civic heart of Bangkok’s main shopping district. Once a dower, aging,
single-use, poorly accessed, and introverted 1,427,446 sf shopping center, CentralWorld
underwent a successful $685 million transformation into a visually and physically accessible
mixed-use complex with over 2 million sf of retail space. It now connects directly to the elevated
light rail and the busy ground level major cross streets, creating a myriad of new opportunities
to engage the public. CentralWorld takes full advantage of its lengthy frontage along Bangkok’s
prime retail street, Rajdamri, to engage visitors in its variety of external and internal civic spaces.
ESSENDON FIELDS SHOPPING CENTRE Total Retail Space: 47,899 sq. ft.
Essendon, Australia Number of Stores: 16
PROFESSIONAL RECOGNITION:
Owner/Development Company: Essendon Fields Pty Ltd; Management Company:
Commercial Retail Solutions Pty Ltd; Design/Production Architect: Architecture HQ Pty Ltd;
Graphic Designer: Lemonade; Lighting Designer: Architecture HQ and Edison Consulting;
Landscape Architect: LBA Design; General Contractor: Prichard Pty Ltd; Leasing Company:
Commercial Accumen; Finance Company: Hong Kong Bank of Scotland
The Essendon Fields Shopping Centre, is a new neighbourhood centre within a new town centre
which is masterplanned around Melbourne’s historic Essendon Airport. The region’s current and
historic reason for being is primarily an airport. Architecture HQ have utilised these rich
foundations as a theme to quite literally make an architectural parallel. It is a centre that is now
bustling, busy, alive and vibrant, it is attracting its market and beyond. It provides a model for the
future direction of retail in the region. It is a local gathering place to enjoy the local surrounds in
an environment whose backdrop reflects the rich history and contemporary life of the airport.
GYRE Total Retail Space: 96,336 sq.ft
Shibuya-ku, Japan Number of Stores: 17
PROFESSIONAL RECOGNITION:
Owner: Japan Retail Fund Investment Corporation; Management Company:
Mitsubishi Corp.-UBS Realty, Inc.; Design Architect: MVRDV; Production Architect/Landscape
Architect/General Contractor: Takenaka Corporation; Graphic Designer: Wieden and
Kennedy Japan LLC; Lighting Designer: Age; Development/Leasing/Finance Company:
Takenaka Corporation
GYRE is a 7 level 96,336sq.ft., multi-tenant high street retail building located in the center
of Omotesando, Tokyo, a diverse retail area with a high concentration of flagship luxury
retail shops. GYRE is designed using an iconic Swirling Vortex style architectural concept
of misaligned floors twisting around a central core to create a series of conjoined external
terraces and stairways. The structure produces an inviting vertical streetscape attracting
people to all floors, not only those at the street level. Tenants include flagship boutiques by
Chanel and Bvlgari, the world’s first Bvlgari Cafe, and Asia’s first MoMA design store.
RENOVATION OR EXPANSION OF AN EXISTING PROJECT Mixed-Use Projects
INNOVATIVE DESIGN AND DEVELOPMENT OF A NEW RETAIL PROJECT
Centres less than 150,000 sq. ft (13,935 m2) of total retail space
GOLD
AWARD
WINNER
GOLD
AWARD
WINNER
GOLD
AWARD
WINNER
SILVER
AWARD
WINNER
WESTERNDOM Total Retail Space: 354,191 sq. ft.
Goyang, Korea (South) Number of Stores: 350
PROFESSIONAL RECOGNITION: Owner/Management Company: CheongWon Construction;
Design/Production Architect: Haeahn Architecture, Inc.; Graphic Designer: RTKL(ID8)/aandd;
Lighting Designer: Bliss Fasman Inc/Nanam ALD; Landscape Architect: Mahan Rykiel
Associates/Artec; General Contractor: Halla & Corp./CheongWon Construction; Development
Company: C & M Development; Leasing Company: CheongWon & Cushman & Wakefield;
Finance Company: NACF (National Agricultural Cooperative Federation
The WesternDom Project is acclaimed as one of the most successful, exemplary urban infill
projects in the nation. It is located in Ilsan, Goyang, a new city on the outskirts of Seoul and
was planned over two divided parcels of 333,700sf land area; the complex has 1,270,100sf
floor area of commercial, entertainment and office facilities. It is also composed of five zones
with three characterized outdoor plazas which are designed as a unique emotional place
displaying various stories and themes. This multi complex became a vitalizing engine to the
neighbouring community with diverse events, festivals and entertainments throughout the year.
18
INORBIT, VASHI–DESIGN Total Retail Space: 566,762 sq. ft.
Navi Mumbai, India Number of Stores: 128
PROFESSIONAL RECOGNITION: Owner/Management/Development/Leasing/Finance Company:
Inorbit Malls (India) Pvt. Ltd.; Design Architect: Chapman & Taylor; Production Architect: Sanjay
Puri Architects Pvt. Ltd.; Graphic Designer: Nadkarni & Co; Lighting Designer: Illumina Designs;
Landscape Architect: Suvarna Sathe Architects; General Contractor: Ahluwalia CONTRACTS
(India) Limited
Navi Mumbai’s largest mall, Inorbit Vashi is spread across 0.55 million square feet, has
been conceptualized by Chapman Taylor Partners, UK. The mall has around 140 stores and
boasts one of the area’s largest multicuisine food court, with parking facilities of over 800
vehicles. It has multiple access points and is designed in a manner that requires minimum
vertical movement for the customers for internal navigation of the mall, thereby providing an
untiring shopping experience.
ROUSE HILL TOWN CENTRE
Sydney, Australia
Total Retail Space: 688,800 sq. ft. Number of Stores: 232
PROFESSIONAL RECOGNITION: Owner/Management/Development/Leasing Company: The GPT
Group; Design Architect: CIVITAS Urban Design and Architects; Production Architect: Allen Jack +
Cottier; Rice Daubney and Group GSA; Graphic Designer: Emery; Lighting Designer: Lend Lease
Design; Landscape Architect: Oculus; General Contractor: Bovis Lend Lease
Rouse Hill Town Centre is a vibrant, mixed-use town centre that provides a civic heart to its
local community. The mix of great architecture, fantastic retail choices and lifestyle spaces
creates an authentic and contemporary town. Featuring a town square, real streets, open
air environment, rooftop respites and market place, Rouse Hill Town Centre still relies on
critical retail fundamentals: strong, well located majors, good accessibility, convenient car
parking and a good retail plan. Rouse Hill Town Centre balances a pedestrian friendly and
environmentally sustainable town centre that respects the heritage, cultural and landscape
features of the local community.
XIZHIMEN MALL Total Retail Space: 774,000 sq, ft
Beijing, China Number of Stores: 178
PROFESSIONAL RECOGNITION: Owner/Management/Development/Leasing/Finance:
CapitaRetail China Trust; Design Architect: RSP.SM Consultants Beijing Co., Ltd; Production
Architect: China Architecture Design and Research Group; General Contractor: China Construction
Fifth Engineering Bureau
CapitaRetail Xizhimen Mall (Xizhimen Mall) is a one-stop shopping, dining and entertainment
destination comprising seven storeys of multi-tenanted retail outlets. The mall is part of an
integrated development which includes three office towers, situated at one of Beijing’s two
key intermodal transportation hubs, Xizhimen, with a confluence of subway and rail lines.
The mall was empty when the developer sold it. Extensive renovations were carried out to
transform it into a modern professionally managed mall to serve the large shopper catchment
encompassing the daily commuters passing through, as well as residents, students and
working population in the nearby financial and university districts.
INNOVATIVE DESIGN AND DEVELOPMENT OF A NEW RETAIL PROJECT
Centres of 150,000 to 500,000 sq. ft. (13,935 – 46,451 m2) of total retail space
INNOVATIVE DESIGN AND DEVELOPMENT OF A NEW RETAIL PROJECT
Centres over 500,000 (46,451 m2) of total retail space
GOLD & SUSTAINABLE
AWARD WINNER
