MAXI Awards: Lucky Number 7
Brookfield Properties' retail group participated in the 2019 MAXI Awards, a ceremony that recognizes innovative events, programs, and technologies that add value to shopping centers and companies across the United States and Canada. In true Vegas fashion, we hit the jackpot by bringing home seven awards that acknowledge our innovation, experiential projects, community initiatives, and impact on the retail world. Here's a deeper look into the campaigns that were recognized by MAXI:
Gold MAXI: Innovation
Hawaii has the lowest unemployment rate in the nation at 1.8% making it difficult for Ala Moana Center’s (AMC) store managers to find employees. Brookfield Properties found Forge, a software program which provided a digital platform for competitors to share employees. Introducing Forge for use at AMC allowed stores to share employees, filling shifts more easily and retaining talent, and in July 2018, began a six-month pilot program.
By year end, AMC/Forge signed on 70+ retailers and 552 “active” employees and reduced both store costs and managers’ time filling shifts. Forge helped AMC hold onto its best, most qualified employees, all the while demonstrating support for its merchants.
Party for the Planet
Silver MAXI: Community
To celebrate the launch of their new solar panel installation and other eco-friendly initiatives, Ridgedale Center hosted an Earth Day Celebration for the local community.
To kick off the event, the first 300 guests received a free Earth Day reusable shopping bag and giveaways. Guests of all ages participated in a popular succulent bar, featuring a make-and-take as a gift with purchase. Educational activities were hosted by retailer, Creative Kidstuff, and other tenants showcased their sustainable products and handed out offers.
Winter Wonderland Festival
Silver MAXI: Experiential
To drive traffic during the 2018 holiday shopping season, while creating unique and memorable experiences for shoppers at their local mall, we hosted Winter Wonderland Festivals at Northbrook Court, Ridgedale Center, and The Mall in Columbia.
These events transformed the properties into magical spaces that invited shoppers to experience the holidays in memorable ways. The experiences, which featured activities like a silent disco, build-your-own gourmet hot chocolate bar, face painting, coloring and craft stations, carnival acts, family-friendly selfie moments, and giveaways, drew over 5,000 engaged shoppers and clearly differentiated the properties from other holiday activities in the markets.
Hawaiian Airlines Meal Tray
Silver MAXI: Impact
Ala Moana Center (AMC) partnered with Hawaiian Airlines on a Meal Tray promotion to generate awareness and drive traffic from high-spending international visitors from Asia and Oceania. The six-month promotion allowed AMC to place a card on every passenger meal tray on all eight Honolulu-bound international flights from Japan, Korea, Australia, and New Zealand.
The card invited passengers to AMC for redemption of its “Premier Passport” (discount offers), free gifts and exclusive offers from two select AMC retailers. From September 1 until the end of January, more than 258K cards were distributed, and drove ~15K passengers to AMC for a redemption rate of 5.8%; almost three times the 2% goal.
Silver MAXI: Impact
Because the back-to-school shopping season is the second highest grossing shopping period all year, it was crucial to create a brand awareness campaign that would drive traffic to our tenants selling children's apparel.
We partnered with popular artist, CatCoq, to design barricade and digital pieces for our entire portfolio, including a downloadable "first day of school" photo sign. Her art and "Good Vibes" message were leveraged to over 100 properties. We also implemented lettering workshops as part of back-to-school events at Ridgedale center and Beachwood Place.
In-mall events were promoted through traditional and digital media, generating 27+ million impressions and increasing sales at children's tenants across our portfolio.
Silver MAXI: Impact
Ridgedale Center is the mall of choice for The Bachelorette, Becca Kufrin and her mother, Jill. To showcase our Hometown Love in a spectacular fashion, we orchestrated a few highly successful activations.
Our first activation entailed a private styling session for Jill to prepare her for a global television appearance. She was so delighted with the makeover experience that she agreed to appear on local TV on behalf of Ridgedale Center. The second was an enhanced meet & greet with Becca, including a style show featuring her favorite finds.
The result: More than 6.4 million impressions, 1.3k engaged attendees, positive sales gains, substantial ROI, increased retailer satisfaction and a whole lot of Hometown Love.
Santa's Vintage Airstream
Silver MAXI: Innovation
To create a sustainable Santa experience that was cost-effective and efficient, our team purchased and retrofitted a 1967 vintage Airstream trailer to house Santa for the holiday season. The experience at Oakbrook Center came complete with an electric fireplace, Christmas trees, and an oversized chair to accommodate Santa and his guests.
Once inside, each guest's experience included a one-on-one conversation with Santa and photo opportunity. The innovative vintage Airstream not only saved significant money for the center, it created a buzz-worthy, heart-tugging activation within the community that Santa fans were eager to experience and share with friends and family.
Our partners at Brookfield Properties' office group won a Silver MAXI: Experiential for FITatFIG with Massy Arias at Figat7th and a Gold MAXI: Innovation for their Love, Bleecker campaign at Bleecker Street.