Old Mutual-owned East London mall wins four prestigious SACSC Footprint Awards.
Old Mutual’s Vincent Park Shopping Centre in East London has cemented its reputation as one of the most creative and innovative retail centres in South Africa by winning a clutch of prestigious national marketing awards from the South Africa Council of Shopping Centres (SACSC).
A premier showcase of excellence and innovation, the SACSC Footprint Marketing Awards recognises outstanding creative achievement as well as commercial success in the South African property industry.
Vincent Park, marketed by Excellerate Brand Management, won four awards, including a coveted Gold Footprint, two silvers and a bronze – for two vibrant and highly successful campaigns: Summer Unpacked and Vincent Park Paints Easter.
It is the only retail centre in the Eastern Cape to feature among the list of national winners.
“We are incredibly proud that Vincent Park has once again achieved national recognition for retail marketing excellence,” centre manager Joseph Parsley said.
“These awards not only recognise marketing excellence among our creative teams, it also underscores the centre’s commitment to the continued success of our tenants through impactful public campaigns that increased social engagement and boost foot traffic and centre turnover performance.”
This year, the Footprint Marketing Awards attracted over 170 entries from South Africa’s leading shopping centres and marketing agencies, ensuring stiff competition across all categories.
Entries were evaluated by a panel of 27 national and international industry experts with the winners being decided after a rigorous, multi-round adjudication process.
Vincent Park was awarded the Gold Footprint in the Sales Promotion and Events Category, which recognised the specific commercial success and sales impact of its 2018 Summer Unpacked campaign.
A highly competitive category, fellow winners in this field included some of South Africa’s leading retail centres, including Gateway, Mall of Africa and Sandton City, among others.
“Summer Unpacked was a vibrant campaign that went ‘beyond the mall’, succeeding in taking the brand to the shoppers and into the community,” Vincent Park Marketing Manager Mariaan Hartwig said. “This campaign incorporated iconic elements like the bright pink VW Summer Bus, building positive equity which was magnified by innovative and interactive mall promotions.”
The Summer Unpacked campaign also won two Silver Footprints, in the Visual Merchandising and Category Integration categories respectively.
Vincent Park Centre’s unique and exciting community collaboration, the 2019 Vincent Park Paints Easter campaign, which saw a direct 7.5% increase in foot count, won a Bronze Footprint in the Advertising category.
Vincent Park shopping centre is marketed by Excellerate Brand Management, a leading consumer marketing agency. Known for out of the box thinking and ideas, the agency strives to create unique and impactful brand experiences that will set the company and its identity apart from its competitors and closer to its audiences. Their flexibility and experience, blended with a constant desire to optimise expertise, as well as breaking away from the norm, are key factors to their success.