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20 Bright Marketing Ideas for Boosting Center Income

May 24, 2022

ICSC’s Maxi Awards honor the most innovative marketing solutions in the marketplaces industry. This year’s winners supply a trove of marketing ideas and strategies for shopping centers in need of a boost. ICSC honored them during ICSC 2022 Las Vegas on Monday night at the Wynn.

Check out all Gold winners, Silver winners and Finalists here. Read on to find out how the Gold-winning marketing teams found new ways to turn challenges into growth opportunities for their shopping centers and companies.

Gold: Budget of $10,000 or Less (Company)

Let’s Mix It Up, Brixmor

During the worst of the pandemic, Brixmor launched its own virtual dealmaking trade show to keep leasing activity moving. Five events over 12 months resulted in 20 leases totaling $2.7 million in annual base rent — all for a $2,200 investment.

The Prospecting Project, Morguard

The company used social media and influencers to promote a contest offering free pop-up space to locally based online retailers.

Gold: Budget of $10,000 or Less (Shopping Centers Under 500,000 Square Feet)

Snowflakes at the Waterfront, Jack London Square

This Oakland, California center drove customers back to the property’s struggling restaurants via a family-friendly event with music and activities. A Snowflake Seek-and-Find passport activity added 682 email addresses to Jack London Square’s mailing list. Guests also write messages of hope on foam snowflakes that were displayed throughout the holidays, and mental health awareness organization Peers shared a message about de-stigmatizing mental illness.

Gold: Budget of $10,000 or Less (Shopping Centers over 500,001 Square Feet)

WeAreLive, Rødovre Centrum

A daily Facebook Live shopping campaign, streamed from the Denmark mall’s stores, was a resounding success, providing much-needed revenue for the retailers, as well as happy and loyal customers and publicity.

Gold: Community (Shopping Centers Under 500,000 Square Feet)

Stockton Stories, Wellington Square

For a literacy campaign from the Stockton-on-Tees, U.K. center, children wrote stories about their pandemic experiences to be published in a book.

Gold: Experiential (Company)

Oxford’s Outdoor Dining Experiences Serves F&B Recovery

Oxford created experiential outdoor dining areas with live music, children’s entertainment, yoga classes and food truck festivals to assist local businesses. Pictured above and at top is an example at Mississauga, Ontario’s Square One.

Gold: Experiential (Shopping Centers over 500,001 Square Feet)

Youth Ideal Life Festival Program, Chaoyang Joy City

A weeklong festival at this Beijing center featured a 5,300-square-foot outdoor fair and campground with games, open-air movie screenings and concerts. It drew 100,000 consumers.

China World Mall Brings Shopping Experience to the New Level with Molly

The Beijing property celebrated the iconic Molly toy brand’s anniversary with an immersive initiative and range of events.

POP!, Galleria Dallas

Galleria Dallas hired local theatrical artists who had found themselves unemployed thanks to the pandemic. They created an Instagram playground experience to attract key demographics into the center for new and repeat visits.

Gold: Experiential (Shopping Centers Under 500,000 Square Feet)

All For Summer Campaign, Cairo Festival City Mall

This campaign of games, concerts and events helped the mall compete with local beaches as a go-to spot for consumers to spend hot days.

DORCAM (Doral Contemporary Art Museum) Pop-Up Exhibitions & Fashion Art Design, CityPlace Doral

The center transformed vacant spaces into a museum-like experience that changed on a regular basis to motivate both locals and tourists to visit multiple times.

Let’s Paw-ty in Art Gallery @ Harbour North

The Hong Kong center created an immersive art experience for cat owners and another for dog owners, drawing repeat visits and media coverage.

QVB High Tea with Santa, Queen Victoria Building

The Sydney, Australia, shopping center created a COVID-safe holiday photo experience with Santa and a high tea theme.

Gold: Innovation (Company)

Elevating Customer Service and Streamlining Processes with DashComm, Phillips Edison & Co.

Dashcomm, Phillips Edison & Co.’s proprietary tenant interaction platform, has reduced the average cost of repairs and made it easier for tenants to report their sales and get reminders.

2nd Gen Marketing, Regency Centers

To lease second-generation space, Regency Centers built a fully integrated, data-driven search tool for built-out medical, restaurant and salon spaces.

Gold: Innovation (Shopping Centers over 500,001 Square Feet)

Launch of Shop Now! 2.0, Centennial

A holiday campaign helped promote Shop Now, which lets shoppers search on each property’s website for locally available products. It includes filters and discovery tools to help refine each search based on store, product category, type and more.

Gold: Innovation (Shopping Centers Under 500,000 Square Feet)

Bay Centre “Lunch on Us” Campaign, Cushman & Wakefield Asset Services

The multiplatform campaign helped food-and-beverage tenants at Victoria, British Columbia’s Bay Centre reengage with office workers returning to work after pandemic lockdowns.

The Galeries NFTree

At Sydney, Australia’s Galeries, a Christmas “NFTree” sported NFTs created by local artists and available for cryptocurrency purchase via QR codes.

Gold: Launch (Shopping Centers over 500,001 Square Feet)

The Ring Is Building a Genuine “Urban Nature Community”

Events and multiplatform promotions — including concerts, exhibitions and tenant collaborations — promoted the grand opening, in a crowded market, of The Ring in Chongqing, China.

Gold: Integrated (Shopping Centers over 500,001 Square Feet)

“Let’s Heapy!” - A Unique Celebration for 5 years of Parc Central

Events, tenant collaborations and even a custom song promoted the new tagline for Guangzhou, China’s Parc Central. The tagline, “Let’s Heapy,” is a mashup of a Cantonese saying and an acronym for Happy, Easy, Anytime.

By Brannon Boswell

Executive Editor, Commerce + Communities Today

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