Mall of the Emirates and Deira City Centre win four prestigious shopping centre industry awards for marketing excellence

Press release

Published December 11th, 2011 - 10:36 GMT

Al Bawaba

Deira City Centre and Mall of the Emirates took home four awards for marketing excellence at the International Council of Shopping Centre’s (ICSC) first ever 2011 ICSC Middle East & North Africa Shopping Centre Global Awards on November 28^th, 2011. Hosted by the ICSC, the evening recognised outstanding achievements in marketing, design and development of retail properties across the region.

The ICSC honoured Mall of the Emirates with two 2011 Gold Awards and one 2011 Silver Award and Deira City Centre with one 2011 Gold Award. All finalists were judged by an international panel of judges, ensuring industry ‘best practice’ recognition on a global level.

“It’s an honour to be recognised at this year’s prestigious 2011 ICSC MENA Shopping Centre Global Awards,” said Peter Walichnowski, CEO of Majid Al Futtaim Properties. “This is the first-ever regional awards organised by the ICSC and Majid Al Futtaim is pleased to be awarded as a leader in marketing excellence, and setting the region’s standard of excellence for shopping centres and retail professionals. Congratulations to all the finalists and winners on this outstanding achievement.”

Gold Winners

Mall of the Emirates – Best Grand Opening Event: Fashion Dome VIP Launch

VIP event to open the Fashion Dome

Mall of the Emirates – Best Digital Marketing Campaign: Style MOEments

Social media fashion campaign

Deira City Centre – Best ‘CSR’ Cause Marketing Campaign: Go Red for Woman

Awareness campaign for heart disease amongst women

Silver Winner

Mall of the Emirates – Best Advertising/Branding Campaign: ‘O’ Campaign

Image-intense advertising campaign to introduce the new luxury offer

The ICSC is the premier global trade association of the shopping industry, linking with more than 25 national and regional shopping centres throughout the world. All 2011 Gold Awards winners will be automatically entered for the ICSC Best-of-the-Best VIVA Awards in May 2012, which will bring together the world’s most cutting edge shopping centres and professionals.

Background Information

Mall of the Emirates

Mall of the Emirates is the world’s first shopping resort, in the heart of Dubai.

It features about 630+ brands, in an area of 233,467 sqm. It includes department stores, fashion and lifestyle. It also has sports, electronics, home furnishing and the largest Carrefour in the city.
The mall is the perfect destination for families. It offers fun attractions and activities such as Magic Planet, VOX Cinemas and Ski Dubai. On top of that, with more than 100 dining and café selections, the mall has something for everyone.
Mall of the Emirates provides an unmatched luxury, with more than 80 of the world’s most renowned designer brands.
For the guest's comfort, the mall has two adjoining hotels. The 5-star Kempinski Mall of the Emirates and the 5-star Sheraton Dubai Mall of the Emirates Hotel.

Company Profile

Deira City Centre

City Centre Deira, Dubai, UAE, first opened its doors in November 1995. At the time, it virtually redefined the concept of "malls" for the region. As the first large-scale, mixed-use shopping destination, complete with retail outlets, restaurants, entertainment facilities and a hotel, City Centre Deira created an international dimension for one-stop shopping and entertainment for the Middle East, bringing it to an entirely new level.