ICSC MENA Winners Announced


It seems like just yesterday we were telling you to register ICSC MENA, and now it’s come and gone. But in its wake it left all sorts of great news for a bunch of fantastic shopping centers.

The winners of the 2011 ICSC Middle East & North Africa Shopping Centre Awards have been announced. Among the winners are Mall of the Emirates, Deira City Centre, Al Wahda Mall, Marina Mall, 360 Mall and Designopolis.

Of particular interest to you, faithful reader, are most likely the winners of the marketing-related categories. The Cause Marketing silver and gold winners include these campaigns, as pitched by the centers:

Go Red for Women in Dubai at Deira City Centre

“Go Red for Women” is an international campaign to raise awareness about the risk of cardiovascular disease in women. The headline “This Not a Red Dress, It’s a Red Alert” was adopted by Deira City Centre and was used in all advertising and in-mall communications to connect and highlight the important message.

Transforming Lives with a Smile at Al Wahda Mall

Operation Smile UAE, initiated in Al Wahda Mall, transcended the usual definition of partnership, and defines a new concept of corporate social endeavours. The mall offered free retail space to Operation Smile for almost a month and launched a campaign to spread awareness and raise funds to benefit this charitable cause to provide children with cleft palates reconstructive surgery. The first of its kind, this charitable effort resulted in funds for over 50 surgeries.

The Digital Media Gold award went to Mall of the Emirates for its Style MOEments campaign:

“To foster a more intimate relationship with the youthful, techy and trendy, the mall decided to use Facebook as their interactive platform. The mall developed an application that enticed daily log-ins and repeat visits by offering beauty tips, fashion freebies and other offers, as well as competitions to win prizes. Since its launch, the mall’s Facebook page grew to have almost 10,000 fans and daily interaction created serious buzz as the campaign went viral with almost 100,000 impressions.”

And to all the winners, congratulations!


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