Sunway Pyramid triumphs in PPK Best Experiential Marketing Awards 2016

KUALA LUMPUR (Nov 28): Sunway Bhd’s shopping malls scored a double win at the inaugural Malaysia Shopping Malls Association’s (PPK) Best Experiential Marketing Awards 2016 held last Friday (Nov 25).

Sunway Pyramid took the Gold in Category C for malls above 1 million sq ft nett lettable area (NLA) with its marketing campaign themed “Captain America: Civil War”, while Sunway Putra Mall received the Gold in Category B for malls with an NLA of 500,001 sq ft to 999,999 sq ft, with its “Kung Fu Panda Pawsome March” event during the March school holidays.

The inaugural awards organised by PPK recognised six shopping malls for their grand decorations and creative marketing campaigns that enhanced the shopping experience, said the association’s president Tan Sri Eddy Chen at the awards presentation and gala dinner on Nov 25.

The event was graced by Urban Wellbeing, Housing and Local Government Deputy Minister Datuk Halimah Mohd Sadique.

During her speech at the event, Halimah urged malls in the country to be innovative and creative especially in the face of online shopping in order to remain competitive locally and globally.

“Such innovation will ensure that shopping malls remain fresh and attractive to shoppers and to ensure Malaysia remains secure on the world’s shopping map,” she said.

The PPK awards feature three categories namely Category A for malls with NLA of 500,000 sq ft and below, Category B for malls with NLA of 500,001 sq ft to 999,999 sq ft and Category C for malls with NLA of 1 million sq ft and above. Pavilion Kuala Lumpur won the Silver in Category C with its Christmas event dubbed “Christmas Sparkles” while Penang’s Gurney Paragon Mall’s Pink October campaign took the Silver in Category B.

For Category A, The Spring Shopping mall in Kuching, Sarawak and Atria Shopping Gallery in Petaling Jaya won the Gold and Silver, respectively. The former won with its Christmas-tale-themed programme called “The Spring’s Nutcracker” while Atria Shopping Gallery won with its “Thomas & Friends Carnival”.

Sunway Shopping Malls chief operating officer Kevin Tan said the Gold awards are a testament of the team’s hard work in the last few years.

“The awards gives us confidence that we are on the right path and doing the right things and we will forge forward with more confidence,” he told TheEdgeProperty.com.

A total of 37 entries from 21 member shopping malls were received based on the marketing campaigns held from July 1 last year to end-June this year. They comprised experiential festival celebrations, themed events, sales promotions, public relations, etc.

The 37 entries were shortlisted to 14 finalists in the three categories by a panel of judges.