IstMarina Shopping Center - Company of the Year
Company: IstMarina Shopping Center
Company Description: With the motto “Sea Front Shopping” and its location on Kartal coast, IstMarina Shopping Center opened its doors on March 28th 2018. With an investment of 250 million euros, IstMarina has 70.000 sqm GLA, 200 stores and 3 floors. IstMarina where global brands appear with their latest store concepts, has the longest coastline among other malls in Asian side.
Nomination Category: Company / Organization Categories
Nomination Sub Category: Company of the Year - Retail - Medium-size
Nomination Title: IstMarina Shopping Center
Tell the story about what this nominated organization has achieved since 1 January 2017 (up to 650 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms.
IstMarina Shopping Center which JLL Turkey operates leasing and management processes, built by DAP Yapi on the sea coast of Kartal with an investment of 250 million euros, IstMarina with the “Sea Front Shopping” motto opened its doors on March 28th, 2018. IstMarina has become one of the popular spots in Istanbul in a short while with its creatively designed events organized for the first time in Turkey, sea coast location, global brand mix, restaurants offering different cuisines from the world, award-winning architecture and easily accessible location.
Before the opening, IstMarina ‘s goal was to create a brand awareness and to get into emotional interaction with its target group by guerilla activities in the hotspots of Asian side. The night before the opening, IstMarina branded 10.000 balloons were attached on the cars, potential visitors shared positive comments on social media showing their admiration, which increased social media interaction. In addition to this positive synergy, the colorful costumes and spectacular shows of Tea Party group performed a walk about act and delivered 40.000 vauchers for a free welcome coffee & dessert.
Based on its communication strategy focused on the sea, which is a symbol of abundance, IstMarina offered its visitors different entertaining activities held for the first time in Turkey as part of the opening started with March 28th and lasted two months. Within the activities, kids participated the edu-taining workshops and Digital Aquarium in the “Underwater World” made of 3D giant sea creatures. In Digital Aquarium, which was held for the first time in Turkey, kids observed the power of their imagination, each kid was invited to color in their sea creature drawing. Once completed, the piece of paper is scanned, and the image is projected onto a giant virtual aquarium. Kids were able to see their creation came to life and swam. Nearly 15.000 creatures were drawn in the aquarium and apart from this 20.000 kids visited the “Underwater World”.
The activities for adults succeeded in creating a brand awareness as well. A music performance on a long bike “Bicycle Orchestra” offered the visitors a distinctive music feast while the the juggler group show by “Les Excentriques” made the visitors feel the climax of entertainment. Again for the first time in Turkey, the performance of “Flying Musicians” succeeded in charming the audience. IstMarina positioned its brand image by activities in harmony with sea concept and enhanced this image by delivering 2.000 little aquariums to its visitors on the National Children’s Day. Additionally, IstMarina offered its visitors a distinctive experience, creating a chance to sail a virtual boat at IstMarina by Virtual Reality glasses. Also by Photobooth event, the visitors took pictures with a specially designed ship’s wheel and once they shared the photos on Instagram with #Istmarina hashtag, photos were automatically printed in a frame. In 5 days total of 3.000 IstMarina framed photos were delivered as a good memory.
IstMarina succeeded in establishing emotional bonds with its visitors with “Photo Men” group which was again for the first time in Turkey and the surprise event “Vegetas” with vegetable costumes symbolizing nature, made the visitors experience entertaining moments by strolling around the stores and corridors.
Succeeded in breaking new grounds, IstMarina brought Turkey’s superstar Ajda Pekkan and Turkish popstar Kenan Dogulu together first time in a shopping center. The two valued artists received thumbs up from the giant chorus of 10.000 people by their spectacular performances. At the same time an event for 500 people was held in a specially designed area for VIP. This created additional PR coverage in magazines. Moreover, Murat Boz, one of the most popular singers and actors of Turkey, got together with his fans at his concert held on IstMarina stage. Chorus of 15.000 people witnessed enthusiastic moments with led bracelets and led balloons handed out and cheered up the concert area during the performance.
In bullet-list form, briefly summarize up to ten (10) of the chief accomplishments of this organization since the beginning of 2017 (up to 150 words).
The opening of IstMarina received wide interest from the press and left a tremendous impression by appearing on the most popular Turkish TV channels like Show TV, Kanal D, Star TV, TV 8. It reached out 18 million people via radio spots, 7 million people via outdoor advertising, 8 million people via ads on journals and newspapers, 50.000 people via guerilla activities and succeeded in reaching most of its target group. As a result of all the PR activities, a value of € 1.075.750 was generated. The opening received wide interest on social media and created a huge impact on its target group by reaching 1 million clicks with the posts, post ads.
Committing the motto “Sea Front Shopping” to memories by its grand opening, IstMarina succeeded in leaving its mark and showing its difference.
Of the following measures of success, which ONE do you want the judges to most appreciate about your organization's story of achievement since the beginning of 2017? Marketing Performance