MAF Shopping Malls wins gold and silver awards for excellence in marketing

Established by ICSC (International Council of Shopping Malls) in 1972, the MAXI Awards are an international marketing competition that recognizes excellence in shopping centre marketing. Finalists for each category are chosen from amongst the best in the world. Over 300 entries are submitted each year.

"MAF Shopping Malls is the only company in the Middle East to walk away with not one but two MAXI Awards, we are honoured to be recognized for our marketing efforts, especially on a global platform of tough competitors. This is testament to our experienced team of marketing professionals and strong product offering,"

said Murray Bell, Acting CEO MAF Shopping Malls.

Award winners were selected from a group of finalists based on their ability to deliver marketing initiatives that had a substantial impact on the shopping center or shopping center company's goal. The success of their campaign was measured on its effectiveness, creativity and efficient use of all available resources. "Our marketing efforts are strategic and based on fulfilling customer needs whilst achieving our business goals", said Pam Bryson, Regional Marketing Manager for MAF Shopping Malls. "Our aim is to create 'win-win' marketing programs that achieve success for our retailers and reward our shoppers at the same time."

Mall of the Emirates won the 2007 MAXI Awards, gold trophy in the Sales Promotion and Events category for its 'Dubai Shopping Festival's Biggest Bargain' campaign. The promotion was aimed at attracting shoppers to the 45-day festival by offering them a dazzling prize - a two bedroom luxury apartment. The mall registered 3.3 million visitors during this 45 day period alone and over 73,000 coupons were redeemed making it one of the malls most successful promotions.

Meanwhile, Deira City Centre scooped the silver also in the Sales Promotion and Events category for the 'DCC Loves U' campaign which was a runaway success. The centre conceptualized this campaign to reward its loyal customers who continued to visit the centre in spite of the on-going redevelopment work taking place at mall. The "DCC loves U" campaign was also a direct attempt to bring the team spirit back between retailers, staff and management, and increase customer affinity to the mall. The campaign saw a direct increase in traffic to the centre, active participation by retailers and staff and a substantial 5% increase in centre sales.

"The MAXI Awards are judged by a team of professionals from across the globe. These awards represent the industries recognition of our team's ingenuity and hard work, we are proud to take home the gold and silver MAXI and being instrumental in establishing Dubai as a popular shopping destination in the Middle East," added Bell.