Shopping Centers Today International

DEC 2015

Shopping Centers Today is the news magazine of the International Council of Shopping Centers (ICSC)

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Page 117 of 143

through this memorable experience?" said Glenda Cole, Taubman's vice pres- ident of marketing and sponsorship. Elsewhere around the globe, shop- ping centers are running similar holi- day activities. At the Menlyn Park Shopping Centre, in Pretoria, South Africa, shoppers will get the chance to experience "Christmas in Paris." Chil- dren can test out their baking skills at a pop-up French patisserie and paint "Monet inspired" canvases at the art corner, while their parents who utilize the mall's personalized gift wrapping services will be entered to win an all- expenses-paid trip to Paris. "Christmas in Paris is cold and frosty, making the city of love even more romantic during this time," said Andrea De Wit, Men- lyn Park Shopping Centre's marketing manager. "Menlyn Park's promotion is about bringing some of the winter Christmas romance into a typically warm South African Christmas." At the Wijnegem Shopping Center, in Belgium, marketers will continue running their award-winning, interac- tive, LED Christmas tree display this year. The promotion centers around a large-scale Christmas tree integrated with 18 digital screens shaped like Christmas ornaments. For the past two years, shoppers have been encour- aged to upload photos of themselves onto the shopping center's website. Throughout the holiday season, pic- tures of customers loop continually on those ornament-shaped screens. Visi- tors ogle the tree and are encouraged to visit Santa's house, located, conve- niently, right next to the display. In the end, the most successful of these promotions will be those that make experiences and events lead- ing to the best dinner-party conver- sations later on. As JLL's Faulkner noted, in competing for customers, "you can't win on stores anymore. If you have five malls in one mar- ket, chances are the [store] mixes are going to be close. …What's going to separate you is someone leaving [and] saying, 'I went to xyz shopping center, and my daughter had this happen!' The story that follows that exclamation point is what every cen- ter is hoping to create." SCT 118 S C T / D e c e m b e r 2 0 1 5 April 10 – 12, 2016 Moon Palace Arena I Cancún, México #REConLA The most important conference for the shopping center industry in Latin America!

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