25 October 2007, Singapore - VivoCitys passion for excellence and innovation was recognised at the recent 2007 MAXI Awards in New Orleans. Its launch advertising campaign, VivoCity Where Entertainment Comes Alive, was acknowledged as a Silver Award winner. VivoCity was the only shopping destination in South East Asia to receive this accolade from the International Council of Shopping Centers (ICSC) the global trade association of the shopping centre industry, which consists of 70,000 members across 80 countries.
Organised by the ICSC, the MAXI Awards Program is an international marketing competition to recognise excellence in shopping centre marketing. MAXI Awards have been given every year since 1972 to shopping centres and companies that designed and implemented the most successful marketing programmes the year before. Winners must demonstrate clearly and measure the substantial impact of the marketing programmes on the shopping centre or shopping centre company's goals.
Creative executions of VivoCity’s winning campaign used the visual and written style of movie blockbuster advertising and focused on the stars of VivoCity: the people who deliver the entertainment – service providers like the chefs, cinema ushers and shop assistants; and the people who come to be entertained there – consumers like the shopaholics, gourmets, movie fans and bargain hunters.
“This campaign presented the personality of VivoCity in a fun and engaging manner. Stars like Stiletto, Omnivore and Hunter, represent a cross section of people whom we would like to attract to VivoCity. These are fashionistas, gourmands and bargain hunters, characters that we can all recognise and relate to. They were able to connect with people from all walks of life,” said Ms Wendy Low, General Manager of VivoCity.
“Beyond the visual impact of the campaign, we saw great results in terms of awareness and visitorship to VivoCity, which exceeded even our own expectations. We are honoured to be the only retail and lifestyle destination in South East Asia to be presented with such an award, and this will spur us to create even more entertaining and creative campaigns to engage our shoppers.”
About Mapletree Investments Pte LtdAbout VivoCity
With over 1 million square feet of lettable floor space attracting a diverse mix of over 300 retailers, large event spaces, including an outdoor amphitheatre, a 20,000sf open plaza and a 300m harbour front promenade, VivoCity is Singapore's largest and most diverse retail and lifestyle destination. Designed by world-renowned architect Toyo Ito, VivoCity is the centre-piece of Singapore's newest lifestyle hub at the HarbourFront Precinct, which also includes Sentosa, Mt Faber, the Singapore Cruise Centre and the St James Power Station.
Mapletree, the developer of VivoCity, is a leading real estate company with an asset base of approximately S$3 billion, comprising office, retail/lifestyle, logistics/industrial, and high-tech industrial properties. It is committed to shaping new ways to deliver value to its stakeholders from multiple real estate investments and services. With its significant expertise, diverse skill sets and intimate knowledge of the property industry in Singapore and Asia, Mapletree is well-positioned to be an ideal strategic real estate partner in providing innovative real estate solutions and real estate related investment products.