MIDDLE EAST & NORTH AFRICA SHOPPING CENTRE AWARDS WINNERS. Jointly organised by

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1 2012 MIDDLE EAST & NORTH AFRICA SHOPPING CENTRE AWARDS WINNERS Jointly organised by

2 The 2012 Middle East and North Africa Shopping Centre Awards For many years, in various competitive programs, ICSC has honored the shopping centre industry s most cutting-edge properties, innovative solutions and creative responses to market trends. Now, ICSC is focusing that same competitive template on the Middle East and North Africa, the sites of many of the 21st century s most dynamic retail trends. Gold Winners of the ICSC Middle East and North Africa Shopping Centre Awards will be automatically submitted for the ICSC Bestof-the-Best Global VIVA (Vison, Innovation, Value, Achievement) Awards.

3 ADVERTISING Live MALL, Kuwait Owner: Tamdeen Shopping Centers Company WLL Managed by: GLA Property Management Company LLC In order for 360 Mall to drive footfall and sales, the mall embarked on a campaign that would revive its brand and connect with core shoppers. The essence of the brand was a no comprise shopping experience that would help build a long-term bond with shoppers. The campaign s theme LIVE 360{ protrayed living life to the fullest, connecting this concept with the shopping experience at5 360 Mall. CAUSE RELATED MARKETING Trashion Mirdif City Centre, Dubai, United Arab Emirates Being a super regional shopping mall situated in a neighborhood with a constantly increasing population of families with children, Mirdif City Centre collaborated with GEMs Education Foundation of Schools to develop a school project in which young students designed creative and fashionable dresses made out of recyclable material. Utilizing its Fashion Weekend event catwalk shows at the mall, Mirdif City Centre turned this simple meaningful class project into a mass event the Mirdif City Centre named Trashion which was broadcasted on prominent TV channels and witnessed by thousands. Safe and Sound The BurJuman Breast Cancer Programme Burjuman Centre, Dubai, United Arab Emirates Owner/Managed by: Burjuman Though numerous awareness and fundraising events are conducted around breast cancer awareness, The BurJuman campaign Safe and Sound has encouraged families in the UAE to proactively take charge of their health, helping to increase understanding and empower women in the fight against breast cancer. The Bur- Juman campaign is one of the region s largest and most comprehensive breast cancer awareness campaigns and has reached over 25 million people with the key message of survival through early detection and treatment. Proceeds from fund raising initiatives are monitored by the Red Crescent and go towards generating further awareness and supporting patient care.

4 GRAND OPENING, EXPANSION & RENOVATION So Close to You-Fujairah City Centre 2012 Fujairah City Centre, Fujairah, United Arab Emirates Being the largest shopping, leisure and entertainment destination, Fujairah City Centre wanted to instill pride in its centre with the community from day one. Opening six weeks ahead of schedule, Fujairah City Centre created a grand opening campaign featuring the the tag line So Close to You to connect with its consumers and highlight its high quality and unmatched experience in the growing community. SALES PROMOTION & EVENTS Monday s Sobhiya Mirdif City Centre, Dubai, United Arab Emirates After two years of successful establishment, Mirdif City Centre needed to improve weekday traffic. Being a family-centric mall with women making up over 50% of the shoppers, Mirdif City Centre created an exclusive ladies promotion available every Monday. The campaign boosted weekday footfall significantly and demonstrated Mirdif City Centre innovation in promotional concepts in the marketplace as this sales promotion was replicated at neighbouring malls. World of Fashion Mall of the Emirates, Dubai, United Arab Emirates When the Mall of the Emirates added a new extension called the Fashion Dome late in 2010, the addition doubled the size of the prior luxury offerings. Given that luxury fashion was a new category and the mall wanted to reinforce its position as a leading fashion destination, the Mall of the Emirates partnered with Harper s Bazaar to host one of largest fashion events in the region and positioned itself as a leader in luxury and fashion offerings.

5 Treasures of the Red Sea Mall Red Sea Mall, Jeddah, Saudi Arabia Owner: Red Sea Markets Managed by: Eimar Arabia Red Sea Mall played upon its name and created a sales promotion based on the classic story, Treasure Island. The promotion featured a live show and song at centre stage with the backdrop of an almost full-size galleon built right in the mall. In addition, Red Sea Mall hosted a treasure hunt competition and a weekly and monthly grand prize draw for shoppers. Treasures of the Red Sea was a huge success as it was the most popular and effective shopping event ever held in Saudi Arabia. Fall for Fashion Bahrain City Centre, Manama, Bahrain Owner/Managed by: Majid Al Futtaim In an effort to switch the public s negative sentiments and drive footfall to its fashion stores, Bahrain City Centre created its Fall for Fashion promotion featuring a luxury fashion display during Grazia Style Weekend. The event became the most happening fashion party in Bahrain, giving retailers unique opportunities for added exposure. In addition to the fashion walk, Bahrain City Centre hosted its annual Our Kick Up Your Heels Walkathon, which raised over US$15,000 for Think Pink, a breast cancer awareness organization.

6 new media Arabian Centres Web Launching Campaign Arabian Centres, Riyadh, Saudi Arabia Owner/Managed by: Arabian Centres Real Estate To launch its malls newly innovative 12 websites and Facebook pages to the public, Arabian Centres Company adopted an integrated digital marketing approach to capitalize on its 14 malls across 9 major cities and 2 countries. Over the course of seven weeks, Arabian Centres Company hosted a competition which asked its customers to use the company s websites, Facebook application, Twitter accounts, QR codes and s to answer one question: How many malls are managed by Arabian Centres in the Kingdom? By the end of the competition, Arabian Centres Company reached more than 3 million online customers with 90 million impressions. Be a Cosmo Cover Star Deira City Centre, Dubai, United Arab Emirates Owner/Managed by: Majid Al Futtaim As part of its campaign to launch 55 new stores, Deira City Centre initiated a social media programme which was intended to communicate to its younger shoppers and enhance the perception of Deira City Centre as a mid-market fashion destination. To achieve this, Deira City Centre partnered with Cosmopolitan magazine to offer customers a unique experience to strike-a-pose and have their image on the cover of Cosmopolitan magazine. The campaign, Be a Cosmo Cover Star included a Facebook application and viral video contest. Arabian Centres Unified Platform Arabian Centres, Riyadh, Saudi Arabia Owner/Managed by: Arabian Centres Real Estate Recognizing the importance of using emerging technology as a marketing tool to enhance the customer experience and drive more customers its malls, Arabian Centres Company Limited developed a unified platform using a set of emerging technologies to create and manages its online presence. The platform is based in the cloud to ensure sustainability and maintain information consistency across its 14 current malls and any upcoming malls in the future.

7 NOI ENHANCEMENT Towering Income 360 MALL, Kuwait Owner: Tamdeen Shopping Centers Company WLL Managed by: GLA Property Management Company LLC Hit with news in November 2011 that regulatory delays would result in income losses in 2012, the mall management team of 360 Mall turned to Specialty Leasing to find income generating opportunities. The team responded by developing two new innovative income generating media vehicles and drove income through all possible opportunities. The effort resulted in generating income that far exceeded the target and also created future revenue streams. In Nov 2011, 360 MALL in its 3 rd year of operation receives news from Projects & Development that regulatory delays will result in delayed commissioning of potential leasing space resulting in loss of income. DESIGN AND DEVELOPMENT Morocco Mall Casablanca, Morocco Development Company/Owner: Al Amine d Investment Management: Aksal Malls Design Architect: Davide Padoa/Design International Production/Executive Architect: Design International Total Retail Space: 70,000 sqm Number of Stores: 325 Morocco Mall, which borders the Atlantic Ocean on the Casablanca Corniche coast, is the first and only destination mall in the Mediterranean and Africa. It stretches over 24,700 acres with over 750,000 sq. feet of commercial space over 3 levels and 350 stores. The project mixes both local and global styles into the architecture and design. The building evokes the shape of a sea shell to create a highly contemporary, but natural shape. With light fabris inside and glass skylights, there is a transparency between the inside and outside, seamlessly integrating the interior with over 750,000 sq. ft. of landscape. icsc foundation community support winner It s a Woman s World at Mall of the Emirates Mall of the Emirates, Dubai, United Arab Emirates The Mall of the Emirates wanted to remain in touch with and connect with their community and needed to focus its efforts on a cause that was relevant and meaningful to the more than 202 nationalities and varieties of cultural backgrounds of its visitors. As a result, the Mall of the Emirates created It s a Woman s World which focused on women s empowerment. The campaign highlighted extraordinary women living in its communities who have taken big leaps outside their traditional roles and made a positive change in society.

8 International Council of Shopping Centers 1221 Avenue of the Americas New York, New York USA Middle East Council of Shopping Centres P.O. Box Dubai, United Arab Emirates

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