Sunway Velocity Mall bagged two gold awards at the International Council of Shopping Centres (ICSC) MAXI Awards in Las Vegas, United States (US) which is a major victory for the local shopping mall on the global stage.
The mall won gold for its Chinese New Year 2022 “100 Blessings” under the Marketing Excellence Community category and another gold award for its New Year’s Eve Countdown Concert Celebrating 2023 under the Marketing Excellence Experiential category.
Sunway Malls and Theme Parks chief executive officer (CEO) HC Chan said the group victory at the global level is a proof how Malaysian malls in a short span of time can emerged from a domestic player to be recognised as a global player.
“Malaysia can take pride that its mall industry is globally recognised as one of the more progressive, vibrant and world-class industries,” he said in a statement today.
The “100 Blessings” campaign is a corporate social responsibility (CSR) which hoped to deliver aid to 100 families who were severely impacted by COVID-19 pandemic, while the New Year’s Eve Countdown was an experiential related campaign to usher in the new year.
Sunway Velocity Mall senior general manager Phang Sau Lian said the success and recognition of the campaigns serve as an achievement of their continuous effort in helping and giving back to the community.
“The New Year’s Eve Countdown Celebration proved to be challenging as within close proximity to the mall, there were three other countdowns.
“Through a unique differentiation strategy which encompassed free entry, live performances and meet and greet with local artistes, carnival games, a food truck lane, and an extended shopping bazaar; we drew an even larger crowd of 100,000 which surpassed pre-pandemic countdown turnout of 78,000 people,” she said.
Sunway Velocity Mall was the sole Malaysian mall winner at the awards that saw participation from 100 finalists from all over the globe such as Canada, United Kingdom, Denmark, US, and China.
The MAXI Awards recognises innovative events, programmes and technology that add value to the mall industry. It covered marketing campaigns deployed in 2022 and 2023.
Previously, the “100 Blessings” campaign also took the highest accolade at a national level when the mall won Platinum at Malaysia Shopping Malls Association (PPK) Awards for Best Experiential Marketing 2020-2022.
Source: BERNAMA News Agency
