The last few years have been more challenging than anyone can remember with fundamental changes to our businesses within the placemaking industry and among customers. But: Marketing managers are a resilient bunch, as well as being famously creative, so it should be no surprise that the adversity of the pandemic also acted as a positive catalyst for marketing teams at retail shopping destinations across Europe. We’ve seen many imaginative responses to the challenges of communicating with customers during these difficult times. Therefore, the re-launch of the European Solal Marketing Awards by the European Council of Shopping Places (ESPC) gives an opportunity to present and also to celebrate this ground-breaking work.
The 2022 European Solal Marketing Awards is the leading awards programme recognizing marketing excellence in retail and leisure destinations right across Europe. Despite the challenges over the last few years the Awards want to reward the brilliantly innovative campaigns that have continued to set new standards of innovation for the industry. For companies this is the change to showcase their very best work and be judged by experts from right around the world. ACROSS is a main media partner of the SOLAL Awards 2022.
ABOUT THE AWARDS
Since the 1980’s, the Solal Awards have built a huge level of kudos within the destination marketing industry, thanks largely to the rigorous judging by leading industry experts. They do not celebrate “daily jobs” with the shopping center industry. So, the subject of the entry really does need to be exceptional to stand out. Companies should ask: Is the idea innovative? Do the results exceed expectations? Could the entry inspire the industry? If the answer is consistently yes, then you should certainly consider entering this year. The Solals are not about big centers with large budgets or just one winner – the awards are about excellent and innovative project and therefore there can be more than one winner in each category.
THE JUDGES
The judging panel is formed of over 20 leading marketing professionals from across Europe. Entries are scored against specific criteria and each application will be judged multiple times to ensure a balanced score. Judges will not review entries from their own companies or projects where there could be a conflict of interest.
HOW TO ENTER
All details can be found on ECSP’s website and submissions must be made online. Entries are welcome from any European country for the ten categories created. The awards page prepares all the information. While the Solal’s usually recognise projects undertaken in the last 12 months, eligibility this year will be different with an entry period covering activities between 1 May 2019 and 1 June 2022. The deadline to apply is the 5th September.
Key Facts of the Solal Awards
Important Dates:
| Entries can cover activities between: | 1st May 2019 to 1st June 2022 |
| Entry deadline: | 15th September 2022, 17.30 CET |
| Awards announced: | Mid October 2022 |
Award Categories:
| STRATEGIC MARKETING A big campaign idea using multiple marketing channels. |
| TACTICAL ACTIVATION |
| Campaigns and activities designed primarily to generate footfall or sales within the mall. |
| GRAND OPENING/EXPANSION/REFURBISHMENT |
| A big campaign idea using multiple marketing channels. |
| CORPORATE SOCIAL RESPONSIBILITY |
| Campaigns or projects which aim to benefit the centre’s catchment area or local community. |
| PUBLIC RELATIONS |
| Campaigns centred around the communication of key messages in the media, human interest stories and crisis management comms. |
| BRAND & TENANT PARTNERSHIPS |
| Rewarding relationships between tenants, third party brands and sponsorships which have achieved positive marketing results. |
| CUSTOMER SERVICES |
| Campaigns and initiatives involving in customer service and guest experience. |
| EMERGING TECHNOLOGY |
| Projects which have technology at the heart of the programme. |
| OVERCOMING ADVERSITY * New Category |
| A new award celebrating centres which have positively tackled a crisis situation, such as the Covid pandemic or the Ukraine war. |
| BUSINESS-TO-BUSINESS |
| Campaigns targeting a business audience to raise the profile of assets and leasing opportunities. |
Who can enter:
Shopping centre management and marketing teams, managing agents, asset managers, developers and owners. Marketing agencies can enter if supported by the asset owner/manager. Membership of ECSP is encouraged but not essential. Entries are welcome from individual centres but can also include joint applications covering a portfolio of locations or company-wide projects.
Eligibility:
The majority of the project must have been implemented between May 2019 and April 2022. Multiple entries for the same initiative are not permitted. Previous entries are ineligible.
Entry Fee:
€399 per entry (discounted for 2022 from the normal €575).
The entry fee must be received by credit card by Monday, 5th September.
Language:
All applications must be submitted in English with costs shown in Euros.
How to submit:
First, register for a user name and password at www.ecsp.eu/awards and follow the easy steps to upload your entry.
Award Presentation:
The winners will be announced in mid October.. A live celebration of winners will happen again in 2023.
The ECSP Competition Rules can be downloaded here
