The Shopping Centre Council of Australia (SCCA) have announced the winners of the 2021 SCCA Marketing Awards via a virtual Awards Ceremony filmed live from the Hyatt Regency in Sydney yesterday afternoon, hosted by Sylvia Jeffreys, Channel 9 journalist and news presenter. Scentre Group’s ‘Introducing Westfield Plus’ campaign was awarded the top honours as the Sabina Rust Memorial Prize for ‘Campaign of the Year’.
The SCCA Awards acknowledges the ‘best of the best’ shopping centre marketing campaigns. The entry with the highest score regardless of the category entered is 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.
Peter Allen, Chairman, Shopping Centre Council of Australia said: “I sincerely congratulate this year’s nominees, finalists and winners. We had a record 255 entries this year, and I firstly want to say thank you to our industry and people for your efforts and enthusiasm.
“Amongst our nominations, I’d like to extend particular congratulations to Scentre Group, who the External Judging Panel awarded as the winner of this year’s ‘Sabina Rust Memorial Prize for Campaign of the Year’ for its ‘Introducing Westfield Plus’ marketing campaign.
“I’d like to thank my colleagues on the SCCA Board and our Marketing Awards Committee for their ongoing dedication and commitment, to making our Award’s program an ongoing success. I also extend my sincere thanks to our External Judging Panel; Lara Thom, Global Chief Marketing Officer, Guzman Y Gomez; Brian Walker, Founder and CEO, Retail Doctor Group and; Narelle Hutchins, Principal and Founder, Stitch Consulting. Aside from the independence of external judges, we are incredibly fortunate to have external experts consider and critique our industry’s campaigns.” said Allen.
Commenting on the winning campaign, the judges said: “Game changer! Great to see a such an investment in a piece of technology that helps both customers and retailers.”
The Westfield Plus membership program was developed in response to a desire to effectively enhance each customer’s Westfield experience and aims to enable direct relationships with customers.
Facilitated by technology and data, the program was successfully launched across the Westfield portfolio during 2020 and drives value for Westfield customers by removing friction in centre, personalising communications and rewarding members with exclusive benefits. Strong results were achieved, including the acquisition of 1.2 million new members by December 2020 (with continued growth to 1.65 million during Q1, 2021).
Lendlease’s Darling Square x Disney Frozen campaign submitted by Jacqui Stanton and Sharon Ong was the Runner Up of the Sabina Rust Memorial Prize for Campaign of the Year and they will receive $5,000 as a contribution towards professional development in the marketing area.
“I’d like to thank our 14 sponsors. Without their support, this night would not be possible. This support is a wonderful acknowledgement of the key role that marketing plays in the success of our industry, and the need to celebrate this success.
I wish you all the very best for the remainder of this year and look forward to a successful Christmas and 2022.” Allen concluded.