Strand Arcade and Studio Woo win ICSC ‘Best of the Best’ 2015 VIVA Global Marketing Award

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image006.jpgIPOH’s Strand Arcade, has won the coveted VIVA (Vision – Innovation – Value – Achievement) Marketing Award for its outstanding We Are The Makers re-positioning campaign, created by Studio Woo, at this year’s ICSC (International Council of Shopping Centres) Global RECON Awards in Las Vegas.

The annual awards program showcases the retail real estate industry’s most cutting-edge properties, innovative solutions and creative responses to market trends.

image015.jpgFollowing the Arcade’s win at last year’s ICSC Asia Pacific Marketing Awards in Singapore, the stand out We Are The Makers campaign has gone on to win the global “Best of the Best” Award, a first for any Australian shopping centre.

 

Says Michael P. Kercheval, president and CEO, ICSC: “The winners of the VIVA Awards represent the innovation and aptitude of the retail real estate industry. This year’s awardees were selected from an extraordinary pool of talent and achievement and we honour them as well as all participants for their efforts that showcase the true health of the industry.”

The We Are The Makers campaign consists of a film and photographic series highlighting the unique personalities behind the Strand’s distinctive curation of stores. Featuring such talents as fashion designer Dion Lee and Milliner Robert Carroll of Strand Hatters, the campaign is shot by renowned Australian portrait photographer Hugh Stewart, whose talent for storytelling perfectly captures the vibrant characters and celebrates all that makes the Strand Arcade community so special.

 

The initiative was implemented over a 12-month period with the marketing campaign effectively shifting brand positioning to celebrate the craftsmanship, artistry, and authenticity of the centre’s offerings, markedly changing consumer attitudes and behaviour.

Victor Gaspar, group general manager of Strand Arcade’s management company IPOH, is proud of the acknowledgment the Arcade has received on the international stage.

Says Gaspar: “To win at last year’s Asia Pacific awards was a huge achievement for the Centre and team and a rewarding Industry acknowledgement of the success of the campaign. To build on this success with a global win in 2015 truly shows how effective the We Are The Makers campaign was in re-positioning the Centre.  Having the Strand Arcade be the first Australian shopping centre to win this prestigious award is an absolute honour for all involved and has proven that the unique craftsmanship on offer makes the Strand Arcade stand out amongst its peers.”

This year’s win at the highest level continues to cement Strand Arcade’s position as the go to retail destination for both retailers and customers alike.