 Magnolia Park, the 2008 Gold Solal Marketing Award winner. International Council of Shopping Centers appreciated the Magnolia Park’s opening campaign, honoring the center with the 2008 Gold Solal Marketing Award in the category "Grand Opening, Anniversary, Refurbishment or Extension”. Magnolia Park was honored in the group of large developments exceeding 40,000 m². Awarded campaign embraced integrated advertising, marketing and PR activities. Its results included building and strengthening of the Magnolia Park brand, its recognition in the market place by customers which achieved more than 82% awareness, high footfall exceeding 720,000 customers in the first month after the opening as well as presence in media (around 200 press articles and c.a. 40 minutes of radio and TV emissions during four months before the opening and during the opening month – October 2007). “We are very proud that the effect of our work was appreciated by the experts of the International Council of Shopping Centers. The international recognition together with the popularity among the Wrocùaw’s residents, strengthen the Magnolia Park’s position on the European, national and Lower Silesia market.”, said Gilbert Boulanger, Managing Director of REDiS, the property manager and developer of Magnolia Park.
The Magnolia Park’s opening campaign was carried out in four stages from May to October 2007. In the first phase after the marketing research the new Corporate Identity (CI) of the centre including logo, name, colour etc., was created. The next phases included the teaser campaign as well as ATL and BTL campaign, which aim was to promote the new image of the center and building its competitive position. The last phase of the campaign embraced the announcement and invitation on the Magnolia Park’s opening.
Marketing, advertising and public relations campaign associated with Wroclaw’s Magnolia Park’s opening was prepared by REDiS with the assistance of Agencja Reklamowa Parasol and MediaDem responsible for Public Relations activities.
Source: MediaDem | 
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United Kingdom
