Strategy+Style Marketing Group's “Flash Mob Style!” Program Wins Gold MAXI Award
LAS VEGAS, May 17, 2015 – The International Council of Shopping Centers (ICSC) has announced the winners of the U.S. MAXI Awards, highlighting the retail real estate industry’s most innovative events, programs and technologies that add value to shopping centers and companies across the United States, where The Shops at SkyView Center took home the Gold MAXI Award for its effective “Just Lease It! Attracting Nike Flash Mob Style!” program.
When Strategy+Style Marketing Group received an email on April 1 from The Shops at SkyView Center’s leasing team that informed them of an unexpected Nike site visit on April 3 -- representing a crucial deal to solidify the center’s urban, value position – the team leapt at the chance. In order to ensure the center was busy with Nike’s target audience, the team worked to develop and execute a memorable approach.
To keep the Flushing, Queens center top of mind amongst Nike leasing executives, Strategy+Style Marketing Group planned and executed a thrilling surprise in just 48 hours – a flash mob of dancers that performed while dressed exclusively in Nike gear.
Professional recognition for this award was given to Karen Fluharty , Partner , Strategy+Style Marketing Group ; Sue Helondovitch , Vice President of Public Relations , Strategy+Style Marketing Group ; Sarah Chan , Marketing Director , The Shops at SkyView Center ; and Dave Brickman , Vice President , Onex Real Estate Partners .
The U.S. MAXI Awards showcase creative and innovative practices that paint the picture for the future of the industry. The competition was judged across the following categories: Traditional Marketing, NOI Enhancement and New Media/Emerging Technology.