Proteas rather than holly. Tyger Valley shopping centre has been honoured for a promotion that put a fresh spin on the traditional use of decorations that depict winter Christmas scenes from the northern hemisphere
Tyger Valley shopping centre in Cape Town has won the coveted Spectrum marketing award from the South African Council of Shopping Centres (SACSC) for its ‘Christmas in Africa’ promotion over the 2014 Festive Season.
The promotion put a fresh spin on the traditional use of decorations that depict winter Christmas scenes from the northern hemisphere, and instead used colourful local scenes to create a South African look and feel. To produce the new-look decorations, centre management involved 70 unemployed and unskilled women from a local township, who were taught crafting skills that they can use to generate future income.
While the initiative proved controversial at the time, with some shoppers being very supportive and others feeling that it had broken with Christmas tradition, the award judges felt it was a “refreshing proudly South African approach”. Tyger Valley received the accolade at the 19th SACSC Congress in Durban.
The Spectrum Award is part of the Footprint Marketing Awards, which recognise exceptional shopping centre marketing, innovation and creative achievements. Amanda Stops, SACSC CEO, says: “This year’s winners were again judged to a global standard and can stand proud with top shopping campaigns worldwide. [The awards] consider each marketing campaign’s strategy and objectives, creativity, implementation, cost-effectiveness and impact.”
V&A Waterfront in Cape Town took home the most gold Footprint Awards, clinching three trophies for the marketing of The Watershed, a venue where smaller retail outlets offer a selection of products ranging from ceramics and furniture to textiles, fashion and jewellery. The marketing was undertaken by the V&A Waterfront’s in-house team.
Sandton City was the shopping centre to win the most awards overall, taking six in total. Marketing Concepts is the marketing company for Sandton City.