MARKETING | CATEGORY ONE
2015 Asia Pacific Shopping Center Awards
CAUSE RELATED
MARKETING
LARO CAMPAIGN
ALABANG TOWN CENTER
MUNTINLUPA, PHILIPPINES
IDEA’YALA
AYALA MALLS
MAKATI CITY, PHILIPPINES
MANAGEMENT COMPANY:
AYALA LAND, INC.
OWNER: ALABANG
COMMERCIAL CORPORATION
Following the
disatarous typhoon in
the Philippines, Alabang
Town Center created
the kids-for-kids
movement the ‘LARO
Campaign’. Combining
art and play, more than
$65,000 in funds were
raised towards building
a new family play and
cultural area on land
donated by the centre
for 7,500 typhoondisplaced families to
enjoy.
4
CHIPS FOR CHANGE
BARKLY SQUARE
BRUNSWICK, AUSTRALIA
MANAGEMENT COMPANY: JLL
OWNER: ISPT
BOTANY TOWN CENTRE AND
BELLYFUL EAST AUCKLAND
COMMUNITY GARDEN
BOTANY TOWN CENTRE
AUCKLAND, NEW ZEALAND
MANAGEMENT COMPANY: AMP
CAPITAL SHOPPING CENTRES
OWNER: PSPIB WAIHEKE LTD
Ayala Mall’s innovative
‘Idea’yala’ programme
engaged University
Students across
the Philippines to
compete head-tohead in a contest
to showcase their
entrepreneurship. The
programme featured
a series of lectures,
workshops and boot
camps in a creative
studio environment and
successfully engaged,
rewarded and fostered
the talents of the next
generation of property
and retail entrepreneurs.
Barkly Square’s ‘Chips
for Change’ programme
invited shoppers to
make a purchase
in exchange for a
branded chip. Three
needy community
groups were selected
as beneificaries of
the programme and
customers were invited
to place their chips in
customised showcases
for their charity of
choice. Over 10,000
chips were deposited
raising much needed
funds for local charities.
Botany Town Centre
and Bellyful East
Auckland Community
Garden programme
involved both centre
staff and locals in a
large philanthropic
initiative, with the
progamme providing
food for local families
in need.
ANZAC DAY 2015 AND THE
PEACE POPPY PROJECT
BOTANY TOWN CENTRE,
BAYFAIR SHOPPING CENTRE
AND THE PALMS SHOPPING
CENTRE
AUCKLAND, NEW ZEALAND
MANAGEMENT COMPANY: AMP
CAPITAL SHOPPING CENTRES
‘The Peace Poppy
Project’ held at
three AMP New
Zealand Capital
Shopping centres,
encouraged shoppers
to construct poppies
of remembrance, to
serve as a poignant
reminder of the many
who lost their lives
serving their country in
the battle at Gallipoli.
More significantly,
the initative served as
a major community
tribute to commemorate
the 100th Anniversary
of ANZAC Day.