MARKETING | CATEGORY ONE
2015 Asia Pacific Shopping Center Awards
PUBLIC RELATIONS
AND EVENTS
THE 25TH ANNIVERSARY OF
CRAYON SHINCHAN-CHAOYANG
JOY CITY
CHAOYANG JOYCITY
BEIJING, CHINA
MANAGEMENT COMPANY:
BEIJING HONG TAI JI YE REAL
ESTATE CO., LTD
OWNER: COFCO
Chaoyang Joy City
teamed with comicbook giant Crayon
Shinchan to celebrate
their 25th anniversary
by hosting a two-month
long art exhibition and
staging numerous incentre events attracting
widespread media
attention throughout
the campaign. The
programme targeted
families with children,
drawing awareness to
the pressures placed on
today’s youth.
16
MUST LOVE PETS: A VALENTINE
PET SOIRÉE
EASTWOOD MALL
QUEZON CITY, PHILIPPINES
OWNER/MANAGEMENT
COMPANY: MEGAWORLD
CORPORATION
In demonstration of
its commitment to
educating pet owners
on responsible pet
ownership, Eastwood
Mall pioneered a
pet-centered event
where pet owners and
their pets had the rare
chance to celebrate and
spend Valentine’s Day in
a uniquely memorable
way. Must Love Pets:
A Valentine Pet Soirée
was a monumental
success as it gathered
1,000 pet owners from
all over Metro Manila
with their pets reveling
in fun and romancefilled activities and
attractions.
THE CHRISTMAS OF HONG
KONG – ‘HARBOUR CITY STARRY
CHRISTMAS 2014’
HARBOUR CITY
HONG KONG
MANAGEMENT COMPANY:
WHARF ESTATES LIMITED
OWNER: THE WHARF
(HOLDINGS) LIMITED
Hong Kong’s first
Christmas theme song,
and an original musical
drama performed by
local artists across
various creative
disciplines, were two
initiatives unveiled
during Harbour City’s
Christmas campaign.
To truly differentiate
Harbour City, the
centre’s Christmas
decorations were
custom designed by
Hong Kong spatial and
interior designer Andy
Tong.
60 YEARS OF MADE IN ITALY
PAVILION KL
KUALA LUMPUR, MALAYSIA
MANAGEMENT COMPANY:
PAVILION REIT MANAGEMENT
SDN BHD
OWNER: AMTRUSTEE BERHAD
FOR PAVILION REIT
To enhance the luxury
fashion positioning of
Pavillion KL following
a difficult trading
period, a major, world
exclusive event was
developed and staged
in Septmeber 2014. For
the first time in Asia
the ’60 Years of ‘Made
In Italy’ exhibition was
curated, showcasing 30
iconic Italian archived
fashion pieces and
a series of highly
experiential events and
exhibitions by iconic
luxury Italian houses.
The campaign delivered
excellent publicity
coverage and firmly
reinforced the centre’s
leadership fashion
positioning.
IMPRESSION OF HUI
SHENZHEN YITIAN
HOLIDAY PLAZA
SHENZHEN, CHINA
MANAGEMENT COMPANY:
SHENZHEN YITIAN HOLIDAY
PLAZA CO., LTD.
OWNER: YITIAN GROUP
Yitian Holiday
Plaza’s ‘Impression
of Hui’ created an
authentic cultural feast
through a large-scale
exhibition, on-site
artwork productions
by intangible cultural
inheritors, art treasures
exhibition, traditional
wedding show and
aesthetic activities. All
cultural experiences
were designed
to showcase and
celebrate ancient
Huizhou architecture
and culture.