tHe Spring’s ‘Hey, Santa!’ campaign bags Gold Award

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Aida Azimah (right) receives the award from Chen.

KUCHING: tHe Spring Shopping Mall clinched the Gold Award for Best Experiential Marketing Awards 2017 for the second time from the Malaysia Shopping Malls Association (PPK).

The Spring Management Services Sdn Bhd advertising and promotions manager Aida Azimah Mohd Abas received the award at the Award Presentation Ceremony held at Sunway Resort Hotel and Spa in Petaling Jaya on Aug 24.

The award was presented by PPK president Tan Sri Eddy Chen.

PPK Malaysia’s Best Experiential Marketing Awards 2017 serves to acknowledge and recognise Malaysian malls’ tremendous marketing efforts to enhance the shopping experience for shoppers via creative marketing campaigns.

The panel of judges included Redberry Sdn Bhd chief operating officer (CEO) and The Malay Mail group editor-in-chief Datuk Wong Sai Wan, Jakarta’s Supermal Karawaci director Heru Nasution, Philippines’ Ayala Malls Group head Rowena Tomeldan, and G.O.D Lifestyle Brand co-founder and CEO Benjamin Lau.

With a total of 35 entries submitted from 18 malls, tHe Spring came out on top as the winner of Category A (malls below 500,000 sq ft nett lettable area) for its Christmas campaign ‘Hey, Santa!’.

IMAGO shopping mall from Kota Kinabalu picked up Gold for Category B (malls with 500,001-999,999 sq ft nett lettable area) for its festive campaign ‘Once Upon a Dream’, while Pavillion KL’s ‘Rise to Opulence’ topped Category C (malls above 1 million sq ft nett lettable area).

The Spring Management Services Sdn Bhd director Andy Song said: “We are humble to be able to win this award for the second time to come out on top in our category in Malaysia, and it is thanks to our talented team and loyal shoppers that we are able to compete against the best and put Kuching on the map again.”

“As an infinite player in this market, we will continue to focus on our people, our product, and create more jobs and business opportunities to be the leading market place in Kuching and Sarawak,” he added.

tHe Spring celebrated Christmas last year with the experiential marketing campaign ‘Hey, Santa!’, which saw a five per cent increase in traffic whereby Dec 2016 received a total footfall of 619,767 and achieved RM40.5 million in overall retail sales, improving nine per cent over the one-month campaign period.

The mall was given a wondrous festive makeover featuring the colourful life-sized displays of characters and elements of Santa’s Workshop, offering shoppers a chance to escape reality to a world of Christmas magic in Santa’s Workshop.

The shopping experience was further enhanced through multi-sensory marketing by being the first in Sarawak to introduce ‘All Aboard Molly’s Train’ from Molly Fantasy to Kuching, and prepared a quality Christmas performance lineup featuring an award-winning marching band, a magical fireworks display, and even an outdoor Christmas Food Market to entertain shoppers throughout the festive period.

Shoppers can expect more experiential festival celebrations in the coming months as the mall will once again be pulling out all the stops with its grand Christmas décor, and will be hosting a series of performances and activities to celebrate tHe Spring’s 10th Anniversary from Jan 1-14, 2018.

For more information and details on tHe Spring’s upcoming events and activities, contact Customer Service on 082-238222 or visit www.thespring.com.my.