Megaworld Lifestyle Malls, the retail arm of the country’s leading property developer Megaworld Corporation, bagged two awards at the recently concluded Retail Asia Awards 2023.
The firm’s Festive Walk Iloilo was named “Mall of the Year,” while Megaworld Lifestyle Malls itself was recognized awarded “Marketing Initiative of the Year” for its #ExtraChristmas campaign.
Megaworld Corporation launched its first lifestyle mall outside Manila, Festive Walk Iloilo, in 2018 and revolutionized the malling experience the city is accustomed to.
The mall introduced several firsts in Iloilo City, such as being the first pet-friendly mall, the first mall with an outdoor park, and the first mall with a chapel.
It also holds the record for introducing the first advanced cinema features in Iloilo, such as the first VIP cinema and Dolby Atmos sound system in theaters.
When the global pandemic hit the world in 2020, the mall transformed its expansive outdoor area into the city’s first Korean-themed destination, K-Town, to boost friendly relations between Iloilo and Korea.
Festive Walk Iloilo also championed the identities of Ilonggos and Filipinos through its museums. It launched the Iloilo Museum of Contemporary Art, the first of its kind in the region, and the Philippines’ first Brandy Museum, which offers an interactive journey into the brandy-making process.
Meanwhile, with the pandemic plaguing the holiday spirit for the past two years, Megaworld Lifestyle Malls pulled out all the stops across its 20 properties to bring an #ExtraChristmas experience.
The Extra Christmas campaign was designed to align with Filipino trends and traditions during the “ber” months of the year and provide even more than what they usually enjoy in those months: shopping, decorating, promotions, events, dining options, and many more.
The campaign was executed in three phases spread out from September to January, with each phase catering to the needs and behaviors of consumers within a particular timeframe.
The preparations began with hundred-day countdowns, and decorations were displayed across properties and social media.
Shoppers were treated to countless sale events and exclusive discounts from partner stores across all properties. Mall-goers enjoyed a wide variety of shops offering an array of #ExtraOptions and #ExtraSelections of gifts and presents for the entire family.
Families and friends indulged in #ExtraFreedom, a series of free concerts and live musical performances from local bands and artists. Kids of all ages enjoyed #ExtraWonders from parades and mascot meet and greets. Evenings were made #ExtraBright by world-class fireworks displays and Christmas shows.
Megaworld Lifestyle Malls’ Extra Christmas campaign was a resounding success, with daily foot traffic increasing by over 500 percent, with an average of over 200,000 from September 2022 to January 2023 compared to 2021’s 34,650.
Daily sales were over $2 million, an increase of over 330 percent compared to the previous $491,483.84. The occupancy rate significantly increased to 91 percent compared to the previous year’s 66.5 percent.
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The article was originally published in Manila Bulletin and written by James A. Loyola.
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