ICSC has announced the Solal finalists and Corio has been nominated with 6 projects.

In Your Dreams & Best of Best events of Ada Shopping Centre will  compete for awards in two different category; successively for Digital Media and Alternative Revenue categories.  Anatolium will compete for the Grand Opening award.

Delicious Alexandrium has been nominated for Consumer and Trade Advertising and Maremagnum for Sales Promotion and Events and Sexta Avenida for Digital Media.

Short descriptions of the 6 projects:

 Ada, In Your Dreams was created to meet Digital CRM objectives, whilst the supporting wider marketing objectives, of protecting the market leader position and developing customer loyalty. A topical competition was created - 5 lucky women would win their dream fashion look. The 5 winners would spend the day with a famous model, and would receive their dream look; a complete makeover including professional make-up, new hairstyle, new outfits and accessories, and a lunch in Ada centre.

Anatolium needed a high impact launch to make the centre known as a retail destination. The challenge was clear – the new centre name needed to become known and recognized; then it needed to take “share of voice” from 11 competitor centers – Anatolium Centre needed stands out of the crowd. The marketing team wanted to deliver a campaign with long term cost effective results. A fully integrated Grand Opening Campaign was created and implemented in 5 steps and it covered overall investor, retailer and customer; thereby meeting key marketing objectives, and simultaneously creating new CRM opportunities.

As the first shopping centre in the city, Ada centre faced a threat of new competitor. In order to achieve win-win results for investor, retailers and customers in the centre, retailer partnership program with a low cost marketing budget was planned. Our campaign called “Best of Best” directly impacted o the center’s revenue through partnership, thereby protecting the financial vitality of the centre and enhancing the shopping experience. Through this program, we measured the performances of shops according to certain criteria and the shop manger getting the highest score was awarded with special prize.

Christmas at Maremagnum: “Small things get bigger”: At Maremagnum, we turn Christmas clichés upside-down. This year we have altered the proportion and logic of decorative items. We wanted to wish good luck to all our visitors and show one of our traditions to everyone who visits us, both local people and tourist.  A “caganer” is the figure of a person defecating which is typically placed in cribs as a tradition in Catalonia.  The caganer is believed to fertilize the Earth with his excrement, and is therefore considered as a symbol of prosperity and good luck for the coming year. The figure is 6 meters high. And because of his big size, the caganer has won the Record Guinness in the World as “the biggest Caganer in the world”.

Sexta Avenida: Social marketing action targeted at the entire population and presented as a couples contest opened to everyone, provided at least one of the two contestants is registered as unemployed at INEM. The clear aim of generating visibility and goodwill for the centre, with solidarity as main theme, since the real protagonists are unemployed people. It Is about giving the best Christmas present at bringing good news to those who are faring worse because of the crisis. For qualifying the unemployed person has to register on the website www.nosvamosamanhattan.com and complete a questionnaire. A special passport is then obtained and it allows to participate in the game.

Delicious Alexandrium: is an annual culinary event. By adding new elements to the event every year, we keep surprising our customers. With Delicious Alexandrium 2010 we wanted to surprise our customers, create a pleasant shopping atmosphere, extend the duration of stay and promote sales. We also wanted to involve our tenants in the marketing of the centre and ensure that our target group views Alexandrium Shopping Centre as a complete shopping centre offering the full range of retail facilities

To achieve these goals, we created an event that was noticeable in the entire shopping centre and that had a strong focus on sales promotion. We wanted to focus attention on all food and catering outlets in the centre; at Alexandrium Shopping Centre you can enjoy fun shopping but also something nice to eat and drink. That is why we attracted the consumer with good food and drink, emphasized the ‘fun’ element of shopping and involved our tenants in the marketing while also increasing turnover: Lekker Alexandrium (Delicious Alexandrium)!

This year ICSC Marketing Awards will be presented on April 7th, in Istanbul, Turkey.