MARKETING | CATEGORY ONE
2015 Asia Pacific Shopping Center Awards
MARKETING POSITIONING
& BRAND AWARENESS
SCHOOL CAMP
STOCKLAND MERRYLANDS
MERRYLANDS, AUSTRALIA
TURN UP AT U.P. TOWN CENTER
U.P. TOWN CENTER
QUEZON CITY, PHILIPPINES
MANAGEMENT COMPANY:
STOCKLAND MERRYLANDS
OWNER: STOCKLAND
OWNER/MANAGEMENT
COMPANY: AYALA LAND METRO
NORTH INC.
Identifying an
opportunity to enhance
community positioning
and grow sales during
key periods; Stockland
Merrylands launched
the ‘School Camp’
programme offering a
variety of interactive
children’s ‘camp
style’ entertainment
and activities. The
programme delivered
short term strategic
objectives and alinged
with the centre’s
family and community
positioning mantra.
14
UP Town Center’s
unique concept, the
first University Town
centre in Metro Manila,
walks its talk when
it comes to being an
important part of the
social lives of 76,000
university students in its
immediate trade area.
Marketing initiatives
are carefully crafted
to ensure students
Turn Up at UP Town
Center. From events
to partnerships, art
installations and
social media, students
are at the core of all
positioning efforts and
branding strategies.
KERRIE HESS FOR
WINTERGARDEN
WINTERGARDEN
BRISBANE, AUSTRALIA
MANAGEMENT COMPANY: JLL
OWNER: ISPT
Wintergarden’s
collaboration with world
renowned celebrity
illustrator, Kerrie Hess,
facilitated the delivery
of a unique Spring
fashion campaign,
highly complimentary
with the brand
positioning of this CBD
centre. The campaign
integrated multiple
elements utilising an
innovative series of
fashion illustrations that
formed the foundation
of the strategy, with
tactics including a VIP
media launch,
in-centre fashion
displays and multimedia
campaign.