Three European Shopping Centres in Germany, UK and Copenhagen, Denmark have scooped full Maxi awards at this year's ICSC MAXI Awards - the most highly valued international retail marketing awards within the shopping centre industry. Shopping centres in Italy, UK, Spain and Poland also picked up Maxi Merit awards.
Eileen Connolly, Maxi Chair of the Judges and head of retail marketing for UK-based Donaldsons Europe, is the first MAXI chairman from outside North America. She said: "This year's entries reflect the internationalisation of the programme. 21 countries participated and it is very stimulating to see that the breadth and depth of marketing skills being employed by shopping centres across Europe are amongst the best in the world. One of the most important objectives of these awards is not only as a reward for marketing effectiveness, but to provide best practice for other shopping centres from which to learn and benefit."
CentrO, at Oberhausen in Germany picked up thee awards. A full MAXI award in the Public Relations category for its spectacular Ice Sculpture Festival which was an overwhelming visitor success. More than 200,000 people saw the ice sculpture festival (40% more than expected) and it was also featured in 116 print media and attracted TV coverage.
It also collected two merits - one for its ice sculpture festival and another in the business to business category.
CentrO is owned by Stadium Ltd, England and managed by Centro Management GmbH. Professional recognition for the awards was given to: Managing Director Michael Grundmann, Marketing Director Frank PÃ¶stges, Event Manager Marcus Remark, PR Manager Tanja Bodenburg, Sebastian Guth, 21 Media GmbH.
Fields Shopping Centre in Copenhagen also collected a full MAXI award for its "Field's of Shopping - Come Together" campaign to launch Scandinavia's biggest shopping centre.
Fields is owned and managed by Steen & StrÃ¶m, Denmark. Professional recognition was given for the award to Marketing Director Claus Tuchsen, Managing Director Marianne Christensen, Marketing Manager Lotte Andersen and to Anders Lyko and Steen Bungaard of agency Yellow Pencil.
In the Revenue Impact category, The Arc at Meadowhall in Sheffield, UK collected a MAXI award for its unique "Accelerated Response Centre" (ARC), a central delivery area for all Meadowhall's retailers.
Meadowhall is owned by British Land and managed by Smith Young Partnership. Professional recognition for the award was given to Kit Harris, PR Executive.
Merits also went to:
- Il Castello, Ferrara, Italy for it's innovative "Paint a Kite" campaign in the community relations category. Il Castello is owned by Espanione Commerciale and managed by Eurocommercial Properties Italia. Professional recognition went to Marketing Manager Mauro Rosetti and Chief Executive Esmerelda Cappellini.
- Brent Cross, UK, for its Seasons of Celebration campaign in the community relations category. Brent Cross is owned and managed by Hammerson. Professional recognition was given to Head of Marketing Norman Black.
- Parque Principado, Parades-Lugones, Spain for its Institutional advertising campaign. Parque Principado is owned and managed by Sonae Sierra. Professional recognition was given to Marketing Manager Carlos Jesus.
- Arkadia, Krakow, Poland for its Grand Opening advertising campaign. Arkadia is owned by ERE and managed by Ceflc Polska. Professional recognition was given to Operations Director Skrowronski Roman, Manager Andrzej Lapeta and director Elzbeta Medrzycka.
- The Paisley Centre, Glasgow for its Week on Wheels sales promotion campaign. The Paisley Centre is owned by Fordgate Ltd and managed by Donaldsons. Professional recognition was given to Account Executive Claire Wilkinson, Centre Manager Andrew MacKinnon