On Oct.11th, the International Council of Shopping Centers (ICSC) held 2016 RECON Asia-Pacific in Manila, Philippines, during which 2016 ICSC Asia Pacific Shopping Center & Retailer Awards winners were announced. SM Supermalls garnered totally four awards – one Gold, three Silvers,– under different categories from the prestigious Awards for 2016. Xiamen SM Lifestyle Center (SMLS) in China won Silver Award for Marketing under the Public Relations and Events category with its “Floral Tiles Christmas @ SM Lifestyle Center” project. Ms. Anna Maria S. Garcia, President of SM Supermalls ,Mr. Steven T. Tan, Senior Vice President of SM Supermalls and Mr. Allan Brosas ,Assist Vice President of SM China –Operations received the medal on behalf of SMLS.
Anna Maria S. Garcia(2nd from the left), Steven T. Tan(3rd from the left), Allan Brosas (4th from the left) received the trophies
As extending efforts for protecting the fading city mark, SMLS created a meaningful and vintage Christmas in Y2015. The campaign (including displays and interactive events) lasted from Dec.5, 2015 to Jan.3, 2016. A 12.5-meters height Christmas tree were decorated with 3,839 pieces of cement floral tiles, and 1,672 pieces were used to pave a floral tiles avenue at the entrance of the mall. SM also issued a commonweal project - floral tiles bank, over 157,000 netizens followed and shared the event. Over 400,000 comments were gathered, dozens of media were covered and more than 1 million people were influenced.
Getting the Gold award is SM Supermalls’ breakthrough “Download & Win” mobile app under the Emerging Digital Technology category. A key component of the mall’s digital marketing strategy, the campaign was launched as part of SM’s 30th anniversary celebration. It was also the first scratch card promotion in digital format ever implemented in the Philippines This award automatically makes SM eligible to win ICSC’s Global “Best-of-the-Best” Viva Award.
The mall’s Feb 30th Anniversary Sale campaign itself won Silver under the Sales Promotion category. A year-long celebration, the campaign kicked off with a grand musical event featuring Asia’s first symphony orchestra, the Manila Symphony Orchestra and more. The event was followed by a series of generous promotional activities that demonstrated SM Supermalls’ extreme gratitude for its customers’ loyal patronage for three decades.
Another Silver went to SM’s “Bricks Click” partners summit under the Business to Business category. The 2-day event consisting of a Retail Forum and Partners Awards, initiated an exchange of knowledge on innovation among SM’s partners.
The ICSC Asia Pacific Shopping Center Awards are the premier recognition of excellence, innovation and creativity within the region’s retail real estate industry honoring outstanding achievement in marketing, social media and the design and development of retail properties and stores.
About ICSC
Founded in 1957, ICSC is the global trade association of the shopping center industry. Its more than 70,000 members in over 100 countries include shopping center owners, developers, managers, investors, retailers, brokers, academics, and public officials.