QV Melbourne campaign wins gold at ICSC Asia Pacific Shopping Center Awards
Shopping complex QV Melbourne took out the gold medal at the 2016 ICSC Asia Pacific Shopping Center Awards.
The announcement:
QV Melbourne wins GOLD at the 2016 ICSC Asia Pacific Shopping Center Awards
Amongst a record 166 award entries from Asia Pacific shopping centres, QV Melbourne’s ‘Embrace your Everyday’ campaign has taken out a Gold Award in the advertising category at the 2016 Asia Pacific Center Awards, presented by the International Council of Shopping Centers (ICSC). Held on 11 October in Manila, Philippines, the awards recognised the Asia Pacific region’s most innovative shopping centers for outstanding achievement in marketing, development and design.
“QV Melbourne successfully combined its digital assets and social media platforms with out-of-home advertising to execute their encompassing brand positioning campaign ‘Embrace Your Everyday’,” stated the ICSC in their announcement of the Asia Pacific Gold and Silver Winners.
QV’s Regional Centre Manager, Lisa Fleming, is thrilled about the acknowledgment of her marketing team’s exemplary and innovative approach.
“The recognition from this prestigious international awards program is a testament to the high level of success of our ‘Embrace your Everyday’ campaign, executed by QV Melbourne Marketing Manager, Sarah Hynes, with the support of our marketing team and agencies,” says Lisa.
Following the evolution of significant new competition in the Melbourne CBD, QV Melbourne developed the ‘Embrace Your Everyday’ campaign to highlight QV’s competitive differentiation in an altered market. The campaign was relevant to the precinct’s product offer, highlighted QV’s point of difference, conveyed its core strengths and delivered a distinct, immediately recognisable brand image.
QV is home to the only full line Woolworth’s supermarket in the heart of the CBD, along with major retailers including Big W, Harvey Norman, Domayne, Dan Murphy’s and over 120 speciality stores. This is a unique offer not replicated by competitors.
QV Melbourne worked with their creative agency Marketing Warehouse to deliver this impactful and bold campaign highlighting QV’s unique convenience based offer. The ‘Embrace Your Everyday’ campaign resulted in a 29% increase in customer traffic from February-June 2016, almost six times the target of 5%.
The Gold Award represents the highest accolade in the ICSC awards, and sees QV Melbourne’s campaign receive automatic entry into the 2017 ICSC VIVA Awards, the global program that honours the retail real estate industry’s most cutting-edge properties, innovative solutions, and creative responses to market trends. ICSC will announce the victors of the VIVA Awards during RECon 2017 in Las Vegas.
The 2016 ICSC Asia-Pacific Shopping Center Awards competition was open to shopping center owners, developers, management companies, architects and designers, and retailers.
To learn more about the finalists and winners, visit the ICSC Asia Pacific Shopping Center Awards website.
For more information on QV Melbourne’s unique offering visit www.qv.com.au
