After nearly two months of work, the jury nominated 84 projects to the final competition for the PRCH Retail Awards gold and silver statuettes. The winners will be announced on 16 November, during a gala at the Centrum Kreatywności Targowa in Warsaw.
The full list of nominated projects, including a breakdown by category, can be found on the PRCH Retail Awards competition website https://www.retailawards.org.pl/
“The high standard of the applications submitted confirms the quality and prestige of the PRCH Retail Awards, which are the most important awards in the industry. Many thanks go to the members of the jury for the time spent on diligent and substantive assessment, and to the applying companies for their excellent projects. You are already invited to attend the gala, which will take place on 16 November at Centrum Kreatywności Targowa in Warsaw,” said Krzysztof Poznański, Managing Director, Polish Council of Shopping Centres.
Projects could be submitted in categories subdivided into business/strategic and marketing. In the business and strategy category, the jury nominated 26 applications, as well as 58 projects in the marketing categories. This year, three new categories are making their debut in the competition: “największe wyzwanie” (the biggest challenge), “marketing otwarcia retail parków” (retail park opening marketing) and “kampania b2b roku – działania na rzecz najemców” (b2b campaign of the year – activities for tenants).
Each of the applications submitted was assessed according to precise criteria for which points are awarded. In each category, the jury can award a maximum of 1 gold and 2 silver prizes from the nominated projects. For this to happen, a project must score a certain number of points.
In case none of the projects exceeds the required point ceiling, prizes in the category will not be awarded.
“The entries in this year’s edition of the competition represent an entire array of diverse projects, proving that shopping centre marketing is a multifaceted process, carried out consciously and comprehensively. Shopping centres know how to harness the power of new technologies, influencers or current trends and guiding values to create amazing campaigns, events and projects. They are not afraid to experiment and come up with innovative ideas. New categories are also worth highlighting, particularly ‘B2B campaign – building relationships with tenants’. Collaboration and focus on the quality of relationships with tenants are now very important directions in the development of the entire industry. It is therefore very gratifying to see that many interesting and inspiring applications have appeared in this category,” said Paulina Szymczukiewicz, chairwoman of the jury evaluating marketing applications and Head of Marketing at Sierra Balmain.
“Each year, the applications are becoming better and better prepared. To a large extent, they reflect the trends and developments we are seeing in the market. Personally, however, I treat each of these applications as a separate storytelling about some special event in the life of the shopping centre or local community, a challenge the management team had to overcome or a broad view of environmental issues. Delving into these stories is extremely interesting and engaging,” added Rafał Giersz, chairman of the jury evaluating business and strategy applications and director of Chapman Taylor.
In the 14th edition of the PRCH Awards, competition projects are reviewed by a panel of 25 jury members, divided into three groups to evaluate: marketing campaigns of retail schemes, business activities, plus the strategic jury. The role of the latter is to select the winners of the jury’s special awards, who deserve to be recognised for their innovative approach and for setting industry trends. You can read about all the jury members here
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