This year, the Shopping Centre Council of Australia (SCCA) received a record 255 Marketing Awards nominations from across the country and have just announced the 2021 Finalists and changes to this years’ Awards Ceremony.
The SCCA Marketing Awards acknowledge the ‘best of the best’ shopping centre marketing campaigns. The entry with the highest score regardless of the category entered will be awarded the Sabina Rust Memorial Prize for Campaign of the Year. The winner receives $15,000 from the SCCA as a contribution towards professional development in the marketing area. The Runner Up will receive $5,000 as a contribution towards professional development in the marketing area.
Unfortunately due to the uncertainty around what COVID-19 restrictions may still be in place come October, the Awards Ceremony will now be held virtually.
The free Awards event will be held on 20 October from 4:30pm to approximately 5:30pm (Sydney Time). The dress code will still be cocktail, so this is your chance to pull out those party outfits that haven’t had much use lately!
Each category winner and runner up receives a framed certificate of merit. The Award categories include: Compelling Experiences, Retailer Marketing, Brand and Partnerships, Innovation, Community and Outstanding Response to Extraordinary Circumstances. The SCCA will donate $5,000 to each of the four community charities or groups nominated by the community category winners.
The Outstanding Response to Extraordinary Circumstances award is a special one-off award that recognises and celebrates marketing campaigns executed as a response to extraordinary circumstances such as COVID-19 and the Bushfires.
Below is the list of the 2021 Finalists by category:
Compelling Experiences – campaigns that have delivered a compelling experience for shoppers driving solid business/marketing returns. The campaign demonstrates that touch points have been considered right across the customer journey to create a memorable engaging experience. This may result in participation outcomes, engagement opportunities, data collection moments that add value to the centre(s) or performance.
Retailer Marketing – Marketing activity that has contributed to a successful retailer/product outcome supporting the centre’s business performance. Ranging from the use of data insights to drive tenant acquisition/retention outcomes to leasing campaigns to retailer engagement activity to drive greater productivity and stronger tenant relations.
Brand and Partnerships – single or ongoing strategic campaign intended to position or reposition a centre or group of centres amongst its target market. Its primary purpose is to drive positive perceptions, engagement and attitudes towards the centre(s) at either a strategic level or a tactical level.
Innovation – single or ongoing piece of strategic marketing work that is truly innovative and demonstrates new thinking. Its main purpose is to respond to a key business/marketing issue or a key opportunity that presents itself. The innovation delivery might have delivered successful outcomes or created a number of key learnings/success factors as any innovation takes courage and commitment to implement and often requires ongoing refinement.
Community – single or ongoing event, program or project that benefits a community need, interest or cause. The centre or company’s goals should reflect altruistic intent. The campaign may involve a single centre or group of centres that have presented the centre(s) as a solid corporate citizen. The campaign must demonstrate the ability of the centre to choose an appropriate partner(s) and must not highlight sponsorship as a principal means of achieving the objectives.
The SCCA will be crossing live to winners during the event, and will be asking all finalists to nominate someone that would be happy to speak, should they win. Details on how to register for the free virtual event will be sent out in the coming weeks.