"Best promotion activity" category

This award recognizes the best sales event or promotion activity at a factory outlet center. The list below was drawn up based on information brought directly to our attention by the centers concerned, using a questionnaire sent to all existing factory outlet centers in Europe in may 2007.

"Treasure hunt"
Marques Avenue, France

Organising unusual events in the capital of factory outlet centres: 3 treasure hunts for the general public (across France) on the 8 July, 9 September and 8 October 2006 in Troyes. Treasure hunts and other themed rallies are fun and intellectually challenging activities that have become very popular in recent months and have been much hyped on the net. In partnership with "Ma Langue au chat" (a company specialising in organising treasure hunts and roleplay exercises) and Troyes tourist office, Marques Avenue has released a hundred treasure seekers to discover Troyes’ industrial and textile industry past as well as its outlet centres. Regional and national media coverage of both the city and Marques Avenue has been significant.

"a 10-day price bonanza"
Marques City, Troyes, France

Every year in spring, Centre Marques City in Troyes organises a 10-day price bonanza, a marketing campaign offering prizes and discounts across all its stores, with gifts to be won (including, in 2007, an Opel Corsa worth €15,000). The campaign is well advertised (400 billboards, ads, 2 km of garlands, 2,000 balloons, etc.) and drives up both turnover across stores and customer numbers (in 2007, for example, over 40,000 registration forms were collected).

Opening of the Center Factory San Sebastian de Los Reyes
Neinver, Madrid, Espagne

On the 27th September Factory Madrid San Sebastián de los Reyes was the opening of the last outlet Factory in Madrid. For this event, Neinver brought celebrities (national and international) that allow them to summon more than three thousand selected people, and the repercussions on the media were incredibly high (TV, radio, newspapers, magazines, etc.). Real figures reflect that the number of its website visits achieved in one day was the same as what Factory achieved in 15 days. The high participation rate and rumours before and after the event generated a spectacular increase of 40.000 people the following Saturday after the event.

Campaign “Lowest Price Guarantee”
Centre Excalibur, Freeport, République Tchèque

In September 2006, the center launched the “Freeport Lowest Price Guarantee,” promising shoppers that if they found branded merchandise at a lower price anywhere in Austria or the Czech Republic, the center would refund the difference. On the tenant side, meetings and presentations were scheduled with store managers and their corporate officers over a six-week period. The prominent logo announcing the lowest prices was put into use not only in the media, but also on price tickets and all POS material in the Freeport Centre and individual retail outlets. Customers also received LPG details through promotional fliers. Customer satisfaction regarding the prices of goods rose to 82%, far exceeding expectations, and in December of 2006 turnover was up by 22% over that of the previous year, while in the first quarter of 2007 the Freeport Outlet Centre as a whole increased its sales revenue by 24.1% over the same period of the year 2006.

Gnomes for children
Fashion House, Sosnowiec, Pologne

In order to promote the Fashion House Outlet Centre in Sosnowiec and realize the project in terms of Corporate Social Responsibility, successful campaign with the participation of… Gnomes was run in 2005 and 2006. Extremely popular in Poland, gnomes were the core of the campaign. They embodied the main goals of the action: small size as a metaphor of small prices, accompanying slogans (percentages) perfectly matched the Fashion House Outlet Centre’s claim. This campaign was built on multi-channel communication, including a dedicated web site www.krasnale.com, discussions in the internet groups, Gnomes’ „demonstrations” in 13 city centres (2 166 000 citizens concerned), media relations and cooperation with a non-profit organization helping children. Thanks to the “Gnomes for Children” campaign, more than 500 poor children received school materials.