Gold medal for East Point City promotion
East Point City has been awarded a gold prize in the sales promotion/traffic activation category at the 2015 ICSC Asia Pacific Shopping Center Awards.
The mall, owned by Sun Hung Kai Properties and located in Tseung Kwan O, was the only gold winner from Hong Kong this year, in its third consecutive year to be recognised, after winning silver accolades in the Public Relations and Events category in 2013 and 2014.
The International Council of Shopping Centers organises the annual Asia Pacific Shopping Center Awards to recognise the best retail properties in the region for their marketing, design and development strategies, with a judging panel comprising industry professionals from across the globe.
East Point City received the award for its achievement in Woolly Wonderland campaign during the Chinese New Year. The mall joined forces with the world’s leading accreditation body on wool, The Woolmark Company, and local felt artist Debbie Leung to celebrate the Year of the Goat in a promotional campaign featuring a romantic shepherd’s hut, an exhibition staged by The Woolmark Company and other elements including a fashion display and a felt workshop.
Visitors were introduced to the characteristics of wool and advantages of its products, together with a fun experience of art and knitting. The creative campaign attracted wide media coverage while the mall recorded a high footfall of 13.4 million and sales revenue of over HK$640 million during the period.
“The inspirational event was a showcase of the mall’s sensitivity to market trends and a result of excellent public relations and marketing strategies. The award has encouraged us to continue rolling out more innovative, eye-opening promotional campaigns for shoppers,” she said.
The 37,000 sqm East Point City is the largest shopping centre in Tseung Kwan O with more than 160 stores.