VivoCity Wins Marketing Award from International Council of Shopping Centres


2 April 2009, New York - VivoCity of Singapore was recognized for marketing excellence by the 38th annual MAXI Awards program of the International Council of Shopping Centers (ICSC).

VivoCity won a MAXI Silver award in the Advertising Category for its "Our Little People" campaign, at a ceremony held on Wednesday, April 1, 2009 at the ICSC Inaugural Fusion Conference in Hollywood, Fla. This year's winners were selected from a field of 358 entries from 32 countries, with 102 finalists in the MAXI Awards competition.

The "Our Little People" advertising campaign established a distinctive and consistent look that was instituted across the centre's branding and event promotion disciplines. For the campaign, the marketing team created a multitude of computer generated consumer avatars participating in various lifestyle activities. The campaign had a far-reaching and long-lasting effect, successfully engaging consumer interest throughout 2008.

Sponsors of this year's MAXI Awards program were: The Cadillac Fairview Corporation Limited, STAK Design Inc., StoreFinancial, Becker/egRetail, Ivanhoe Cambridge, Panzano & Partners, L.L.C., American Kiosk Management, Alexander Babbage, Macerich, Signature Premium Ideas, Spirit Halloween Superstores, SolarEx, Cherry Hill Photo Enterprises, Inc., Developers Diversified, Inland Western Retail Real Estate Trust, Inc., Able Engineering Services, Derse and The Millard Group, Inc.

The ICSC MAXI Awards program was established in 1972 to recognize the best in shopping center marketing. Judging for the MAXI Award winners is done by a panel composed of shopping center industry marketing experts.

Founded in 1957, ICSC is the premier global trade association of the shopping center industry. Its more than 70,000 members in over 90 countries include shopping center owners, developers, managers, marketing specialists, investors, retailers and brokers, as well as academics and public officials.

About VivoCity
With over 1 million square feet of lettable floor space attracting a diverse mix of over 300 retailers, large event spaces, including an outdoor amphitheatre, a 20,000sf open plaza and a 300metre-long waterfront Promenade, VivoCity is Singapore's largest and most diverse retail and lifestyle destination. Designed by world-renowned architect Toyo Ito, VivoCity is the centre-piece of Singapore's newest lifestyle hub at the HarbourFront, which also includes Sentosa, Mt Faber, the Singapore Cruise Centre and the St James Power Station.

About Mapletree Investments Pte Ltd
Mapletree, the developer of VivoCity, is a leading real estate company with an asset base of approximately S$4.4 billion, comprising office, retail/lifestyle, logistics, industrial, and high-tech industrial properties. It also manages third party assets worth S$3 billion in six countries across Asia.

Mapletree is committed to shaping new ways to deliver value to its stakeholders from multiple real estate investments and services. With its significant expertise, diverse skill sets and intimate knowledge of the property industry in Singapore and Asia, Mapletree is well-positioned to be an ideal strategic real estate partner in providing innovative real estate solutions and real estate related investment products.

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