Award hat trick for MAF malls

The group's Mall of the Emirates, Deira City Centre and Sharjah City Centre all earned Silver Awards, and special mentions, in the Sales, Promotion and Events category for the Dubai Shopping Festival 2007 promotion, DCC Loves U campaign and Value Card Programme respectively.

The ICSC has honoured the shopping centre industry's most cutting-edge developments, innovative solutions and creative responses to market trends through its various awards programmes.

Its latest recognition of excellence, the ICSC Asia Shopping Centres Awards, was introduced this year to focus its competitive template on Asia, home to many of the 21st century's most dynamic retail trends.

Mall of the Emirates won the ICSC Asia Shopping Centres award for its Dubai Shopping Festival's Biggest Bargain 2007 promotion.

Mall of the Emirates gave its customers an inspiring reason to shop by offering the biggest prize in Dubai - a 1,400 square-foot two-bedroom luxury apartment.

For Deira City Centre, its Silver Award was an accolade that recognised a brilliant 'DCC Loves U' campaign, designed to retain customer loyalty and increase team spirit between retailers, staff and management during a testing redevelopment time.

Sharjah City Centre's award for its Value Card Programme, recognised an initiative to retain first choice status among its primary trade area, and build long-term relationships with customers by rewarding them for continued loyalty.

Pam Bryson, Vice President - Marketing for Majid Al Futtaim Shopping Malls, said:

"This is the first year of the ICSC Asia Shopping Centre Awards and it is truly an honour for us to win three of them in the inaugural event. What makes it even more special is the fact that our centres were the only malls that reached the finals and won from the MENA region, and all our seven nominations made it through to the finals."

"MAF Shopping Malls has always been at the forefront in conceptualising innovative campaigns that are beneficial and loved by our retailers and shoppers alike. The marketing awards we have received over the years are testament to the same. Our shopping centres are led by experienced and talented professionals and I would like to thank my team for their continued exceptional performance."

The awards, which recognised excellence within the region's shopping centre industry and honoured outstanding achievements in marketing and design/development of retail properties, were presented at a special ceremony held in Macau recently.