Pavilion REIT Malls proudly takes home a remarkable triple victory at this year's Malaysia Shopping Malls Association (PPK) Best Experiential Marketing Awards.
Pavilion Kuala Lumpur, Malaysia’s premier shopping destination, received the prestigious Platinum Award for its vibrant ‘Dragon Dynasty’ 2024 Chinese New Year campaign, which paid homage to Chinese folklore.
In a historic achievement, Pavilion Bukit Jalil has been honoured with their first PPK Award, clinching the Gold Award for its captivating ‘Big Prosperity Celebration’ 2024 Chinese New Year campaign, featuring nine majestic dragons and a range of immersive experiences for shoppers. Additionally, DA MEN USJ has also earned the Gold Award for its imaginative ‘Dragon Odyssey’ 2024 Chinese New Year campaign, skillfully blending Malaysian folklore with important themes of climate change.
Pavilion KL was named the Platinum Winner in Category C – for malls with a net lettable area of 1,000,000 square feet and above – at the Awards Gala Dinner held at One World Hotel on Wednesday, 4 September.
Through the ‘Dragon Dynasty’ Chinese New Year celebration, shoppers were immersed in Chinese folklore, with decorations featuring two magnificent golden dragons guarding the precious oriental pearl as they descended from auspicious clouds into Pavilion KL’s Centre Court, symbolising wealth, good luck, and happiness.
In partnership with Lancôme, the Pavilion Crystal Fountain and Main Entrance were adorned with blooming flowers, dragon motifs, and lanterns. Shoppers enjoyed synchronised 3D displays at Pavilion KL and Fahrenheit88, and an augmented reality filter brought the Lancôme Dragon to life. The campaign also featured cultural performances and appearances by Astro celebrities, achieving one of the highest footfalls for Chinese New Year with 9 million visitors and a growth of 185% in publicity, 300% in social media engagement, and 1 million reach compared to the 2023 Chinese New Year campaign.
Pavilion KL has accumulated an impressive tally of 57 local and international accolades since its opening in 2007 and has been recognised for its creative campaigns at the Malaysia Shopping Malls Association Best Experiential Marketing Awards for six consecutive years.
Following its recognition as the world’s best retail centre by the FIABCI World Prix d’Excellence Awards 2024, and as Best Shopping Mall for Families in the Parents' Choice Awards 2024, Pavilion Bukit Jalil secured the Gold Award for its ‘Big Prosperity Celebration’ campaign.
Creatively leveraging the mall's impressive 1.8 million square feet size for grand festive experiences, the celebration featured decorations with nine dragons, delightful experiences, and exciting shopper rewards. This resulted in a 14% increase in footfall, a staggering 4,366% surge in social media engagement, an 86% boost in publicity, and a 242% rise in Pavilion Privileges membership sign-ups, compared to the 2023 Chinese New Year campaign.
After DA MEN USJ’s Platinum Award win last year, the mall has once again been recognised with a spectacular Gold Award win for Category A – malls with a net lettable area of 500,000 square feet and below – for its eco-conscious ‘Dragon Odyssey’ celebration. For its second win at the Malaysia Shopping Malls Association (PPK) Best Experiential Marketing Awards, the campaign blended dragon symbolism with Malaysian folklore, featuring workshops, cultural performances, and a plastic recycling initiative in collaboration with the Majlis Perwakilan Penduduk Zon 4 Subang Jaya City Council (MBSJ), fostering sustainability in the community.
Organised by the Malaysia Shopping Malls Association, the Best Experiential Marketing Awards highlights the nation’s most innovative shopping centres. This year’s awards considered marketing programs from 1 August 2023 to 15 July 2024, with 31 finalists shortlisted across multiple categories.
