This year, the Shopping Centre Council of Australia (SCCA) received 180 Marketing Awards nominations from across the country and has announced the 2022 Finalists.
The nominations received were from campaigns delivered from July 2021 to June 2022. In a year of continued lockdowns and post-pandemic recovery, the campaigns demonstrated innovation, a return to in-centre activations and a huge emphasis on local communities after the challenging period.
The SCCA Marketing Awards acknowledge the ‘best of the best’ shopping centre marketing campaigns.
The entry with the highest score regardless of the category entered will be awarded the Sabina Rust Memorial Prize for Campaign of the Year. The winner receives $15,000 from the SCCA as a contribution toward professional development in the marketing area. The Runner Up will receive $5,000 as a contribution towards professional development in the marketing area.
2019 winners, Mirvac
Each category winner and runner up receives a framed certificate of merit. The SCCA will donate $5,000 to each of the four community charities or groups nominated by the community category winners.
For the first time in two years, the Awards Gala Dinner will be bringing everyone together once again on Wednesday 19 October at the Park Hyatt, Sydney.
Tickets are now on sale and can be purchased here.
The Award categories include: Compelling Experiences, Retailer Marketing, Brand and Partnerships, Innovation and Community.
Compelling Experiences
A campaign that has delivered a compelling experience for shoppers driving solid business/marketing returns. The campaign demonstrates that touch points have been considered right across the customer journey to create a memorable engaging experience. This may result in participation outcomes, engagement opportunities, data collection moments that add value to the centre(s) or performance.
Retailer Marketing
Marketing activity that has contributed to a successful retailer/product outcome supporting the centre’s business performance. Ranging from the use of data insights to drive tenant acquisition/retention outcomes to leasing campaigns to retailer engagement activity to drive greater productivity and stronger tenant relations.
Brand and Partnerships
A single or ongoing strategic campaign intended to position or reposition a centre or group of centres amongst its target market. Its primary purpose is to drive positive perceptions, engagement and attitudes towards the centre(s) at either a strategic level or a tactical level. The campaign may be connected to a number of strategic partnerships to leverage an opportunity to drive positive results. Campaigns may relate to branding, sponsorship partnerships, and or development/redevelopment campaigns that use the brand to position or reposition the centre(s).
Innovation
A single or ongoing piece of strategic marketing work that is truly innovative and demonstrates new thinking. Its main purpose is to respond to a key business/marketing issue or a key opportunity that presents itself. The innovation delivery might have delivered successful outcomes or created a number of key learnings/success factors as any innovation takes courage and commitment to implement and often requires ongoing refinement.
Community
A single or ongoing event, program or project that benefits a community need, interest or cause. The centre or company’s goals should reflect altruistic intent. The campaign may involve a single centre or group of centres that have presented the centre(s) as a solid corporate citizen. The campaign must demonstrate the ability of the centre to choose an appropriate partner(s) and must not highlight sponsorship as a principal means of achieving the objectives.
A full list of the 2022 Finalists by category can be viewed here:
