Two golden prizes for Posnania at ICSC Solal Marketing Awards
A flagship investment of Apsys in Poland, Posnania, won two gold Solal statuettes during the ISCS Solal Marketing Awards gala in Vienna. Two campaigns – the grand opening of Posnania and a brand awareness project – gained the jury’s highest recognition. ISCS Solal Marketing Awards is the most important competition in the retail industry.
“Those statuettes are the most important marketing awards in the retail sector,” said Agnieszka Juszkis, marketing director of Posnania. “I am proud that the jury awarded two golden prizes to Posnania, and in two categories. All the more so there were many great campaigns being realised by shopping centres across Europe and South Africa. According to our motto – ‘Iconic places’ – we try to create and implement innovative projects that go well beyond the established schemes and set the industry trends, so we are especially happy that our efforts are recognised and appreciated not only in Poland. I assure you that we will not rest on our laurels – our future campaigns will be equally interesting and revelatory, but also goal-oriented. Posnania is a special place, a one-of-a-kind shopping centre, and we intend to promote it.”
The aim of the award-winning opening campaign was to build awareness of Posnania, as a new lifestyle place on the map of Poznań, among its potential customers. A wide-ranging and multi-faceted advertising campaign was based on an innovative creative concept and crowned with a four-day grand opening gala, graced by Polish and international celebrities and broadcast live from a specially arranged TV studio – Posnania Live. A special guest was a Hollywood star, Eva Longoria, who made the official opening of the shopping centre. The campaign promoted Posnania as a lifestyle place, with innovative services redefining standards of shopping convenience and pleasure.
Posnania also won the main Solal prize in the category of brand awareness – for the IN POSNANIA project. This campaign aimed at challenging the existing perception standards of a commercial facility. In the ascetic space of the centre – being still in the construction stage – a dedicated photo shoot was made by Szymon Brodziak, a world-famous photographer from Poznań. A series of 19 black and white images, depicting graduates of the Poznań Ballet School against the background of unadorned interiors, could be admired during an outdoor exhibition organised in front of the Posnania building, and in a prestigious album released after the completion of the project.
Posnania is the latest flagship project of Apsys in Poland. The centre was opened in October 2016. At 100,000 sqm of modern retail area, there are 300 local and global brands including fashion, services, restaurants and cafes, a multiplex, a billiard club and a bowling alley, a fitness club with a swimming pool and playgrounds for children. Posnania distinguishes itself by offering a wide range of services, including “collect & try”, “hands free shopping” and “valet parking”, as well as special services dedicated to families, cyclists and drivers. In Posnania, the customer service (including the use of new technologies), multimedia, design, and architecture create a unique “customer experience.”
The ICSC Solal Marketing Awards are the most important and prestigious awards in the area of shopping centres marketing. The organiser of the competition is the International Council of Shopping Centers (ICSC). The competition aims at selecting the best and most effective marketing campaigns carried out by shopping centres in Europe and South Africa.