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Mon 29 Oct 2007 01:50 PM

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Dubai malls triumph at US awards

Mall of the Emirates and Deira City Centre thrash global rivals at the MAXI Awards in New Orleans.

Mall of the Emirates and Deira City Centre have won gold and silver respectively in the sales, promotions and events category of the MAXI Awards in the US.

Held by the International Council of Shopping Centers (ICSC) in New Orleans, the international marketing competition recognises excellence in shopping centre marketing.

"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," said Murray Bell, Acting CEO MAF Shopping Malls.

"This is testament to our experienced team of marketing professionals and strong product offering", he added.

Winners were selected based on their ability to deliver marketing initiatives that had a substantial impact on the shopping centre's goal. The success of their campaigns 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, 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," she added.

Mall of the Emirates won the gold trophy in the sales promotion and events category for its Dubai Shopping Festival's Biggest Bargain campaign. The promotion lured 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 period and more than 73,000 coupons were redeemed.

Deira City Centre scooped silver in the same category for its DCC Loves U campaign. The centre conceptualised the campaign to reward its loyal customers, who continued to visit the mall despite ongoing redevelopment work.

The campaign saw a direct increase in its traffic, active participation by retailers and staff, and a substantial 5% increase in centre sales.

The campaign was also a direct attempt to bring the team spirit back between retailers, staff and management, and increase customer affinity to the mall.

Established by ICSC in 1972, finalists for each category are selected from amongst the best in the world, with more than 300 entries submitted annually.

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