ICSC announces winners of the 2016 Solal Marketing Awards

marketing awards group photo

The International Council of Shopping Centers (ICSC) has announced the winners of the 2016 ICSC Solal Marketing Awards. The Awards Ceremony took place last night at a gala dinner for the ICSC European Marketing Conference.


ICSC named 7 Gold Award and 11 Silver Award winners at the dinner which was held at the city’s famous Meistersaal venue. This year, for the first time, the ICSC Solal Awards Jury has also awarded two distinctions; one for the marketing campaign that scores the highest on innovation criteria and the other for the highest scoring campaign with a budget of less than €10,000.


ICSC received a record 238 entries from 21 countries for the awards.


The ICSC Solal Marketing Awards are the benchmark of the industry’s creative excellence, bringing together the best shopping centre marketing across Europe and South Africa. The awards recognise best practices and the most innovative and effective campaigns from the region. The programme is the single most important marketing competition for European and South African shopping centres.


The Solal Marketing Awards categories that are judged are:


Brand Awareness & (Re) Positioning                 Emerging Technology


Business-to-Business                                          Corporate Social Responsibility


Customer Services                                               Footfall Activation


Grand Opening/Expansion/ Refurbishment       Sales Activation


The ICSC Solal Marketing Awards Jury includes retailers, developers and investors. All Gold winners automatically qualify for entry into the internationally-renowned ICSC VIVA Awards which recognise excellence in global shopping centre marketing.


Comments Manuela Calhau, Solal Marketing Awards jury chair 2016:

“It is really a pleasure to have the opportunity to showcase and publicly recognize the best of the industry in terms of marketing. This year we had a record number of entries, which is very rewarding and clear evidence of the vitality of marketing across the sector. The entries were absolutely of top quality and the awarded ones were particularly inspiring. It is worth noting as well the very good response we got for the special distinction for innovation and low-budget campaign awards that we have introduced this year. We will certainly continue to evolve the Solal Awards, aiming to contribute to set new standards for the industry.”


The 2016 Solal Award winners are:







Istanbul, Turkey


Management Company: Kanyon Yonetim Isletim ve Pazarlama

Owner: Eczacibasi Group and IS GYO


Through the use of imaginative social media video content featuring a unique character, Kanyon engaged more than 178,000 online users to follow Kenyin as he explored the centre.




Red Bull Paper Wings @ Almada Forum

Almada Forum

Almada, Portugal


Management Company: Multi Portugal

Owner: Multi


Almada Forum partnered with Red Bull to stage the national final of the World Paper Airplane championship, ensuring that the centre remained top of mind among its desired younger demographic.





Hoog Catharijne

Utrecht, Netherlands


Management Company/Owner: Klepierre


Hoog Catharijne innovatively employed blue suit-clad young men to act as shopping carts, prompting customers to deposit a coin and retain their services as parcel carriers and shopping companions.






Ambassador Program

Madrid Xanadú

Arroyomolinos, Spain


Management Company/Owner: Ivanhoe Cambridge


Xanadú’s Ambassador Program includes an array of tools, free services and training initiatives that have incented centre employees to provide industry-leading customer service.



Liverpool ONE: It’s Where You Belong

Liverpool ONE

Liverpool, United Kingdom


Management Company: Grosvenor Fund Management—Europe

Owner: Grosvenor Liverpool Fund


Liverpool ONE’s comprehensive PR driven communications strategy, complemented by focused marketing materials, helped the centre secure 29 new brands amid a challenging landscape.






Blind Date With Books

Alegro Alfragide and Setúbal Shopping Centres



Management Company: Immochan Portugal


The Blind Date With Books project included a series of events and initiatives designed to promote and encourage reading habits while generating donations of books for the region’s less privileged children.




The Movie Hub

Weston Favell Shopping Centre

Northampton, United Kingdom


Management Company/Owner: Redefine International PLC


The Movie Hub initiative gave 400 local kids with challenging lives the opportunity to work on the preproduction of a feature film at the first operational film studio located in a UK shopping centre.






Baby Care Room

Centro Colombo

Lisbon, Portugal


Management Company: Sonae Sierra

Owner: Sonae Sierra and CBRE Global Investors


The Baby Care Room at Colombo features individual feeding and changing areas, a play area for older children and kitchen amenities, all set within a soothing and ambient environment.



ForumBox Loyalty Programme

Forum Bornova

Izmir, Turkey


Management Company/Owner: Commerz Real Investment GmbH


Forum Bornova’s innovative digital project ForumBox is a loyalty tool designed to increase sales and traffic by offering customers points and gifts in return for shopping purchase transactions.






City iLove

Baneasa Shopping City

Bucharest, Romania


Management Company/Owner: Baneasa Developments


The City iLove program at Baneasa Shopping City is an integrated loyalty, sales and marketing platform focusing on customer retention and providing an optimal shopping centre experience.



Love to Shop App by ECE

ECE Projektmanagement G.m.b.H. & Co. KG

Hamburg, Germany


ECE’s Love to Shop app allows customers to enjoy innovative services such as Click & Collect, purchase gift cards and use iBeacon technology to navigate centre and car park areas.





Armazéns do Chiado Tree of Hugs

Armazéns do Chiado

Lisbon, Portugal


Management Company: Multi Portugal

Owner: CRI


Armazéns do Chiado’s large-scale and interactive Tree of Hugs initiative invited passersby to share a Christmas hug, with each hug generating a donation to benefit the Make-a-Wish Foundation.



Xanadú Nickelodeon Slime Zone

Madrid Xanadú

Arroyomolinos, Spain


Management Company/Owner: Ivanhoe Cambridge


Madrid Xanadú has registered 31,000 members at the Nickelodeon Slime Zone since its launch in January 2015 and is to date the largest free children’s club located in a Spanish shopping centre.






Forum Lviv Opening Campaign

Forum Lviv

Lviv, Ukraine


Management Company: Multi Ukraine, LLC

Owner: Multi/Blackstone


Forum’s three-month-long pre-opening campaign included tenant events, social and traditional media promotions and a contest giving local residents an opportunity to become the “face” of the new centre.



Supersam Comeback!

DH Supersam

Katowice, Poland


Management Company/Owner: Griffin Real Estate


The Supersam Comeback! campaign used communist-styled agitation posters, newsreels and social media publications to humourously chronicle a 1960s character’s journey to the modern world.






Bluewater’s Spin to Win


Greenhithe, United Kingdom


Management Company: Land Securities

Owner: Land Securities and a number of co-owners


Bluewater transformed a vacant storefront into a game installation, incenting 38,000 visitors to Spin to Win for an opportunity to win prizes and discounts redeemable at the centre’s multiple dining options.



Forums Fuel Up the Sales

Forum Shopping Centres

Istanbul, Turkey


Management Company: Multi Turkey


Multi Turkey’s Fuel Up the Sales campaign innovatively stimulated sales among 10 Forum shopping centres, rewarding loyal customers with fuel vouchers instead of cash on redeemable centre purchases.



Change Campaign by IKEA Centres Russia

MEGA, IKEA Centres



Management Company/Owner: IKEA Centres Russia


The multifaceted Change Campaign incented MEGA customers to exchange gently used clothing for discount coupons, promotional offers and loyalty rewards redeemable at centre retailers.





Bairams Are Meaningful With Your Presence


Eskisehir, Turkey


Management Company: ECE Turkey

Owner: ECE Turkiye Proje Yonetimi, A.S.


Espark brought mall management, retailers, their families and community residents together, uniting all Eskisehir residents with Bairams and their significant role in Turkish culture.





One Day Only: 50 Shades of Grey Pop-Up Shop

Shopping Stadsfeestzaal

Antwerp, Belgium


Management Company: Multi Belgium Management

Owner: Multi Corporation


The Shopping Stadsfeestzaal team used a vacant storefront to creatively stage an exclusive Valentine’s Day event capitalizing on the popularity of the 50 Shades of Grey movie, books and products.



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