(MENAFN- Muscat Daily) Muscat- At the 2017 Middle East and North Africa Shopping Centre and Retailer Awards held recently in Dubai, Oman Avenues Mall was the proud recipient of the coveted Gold Award for the Best 'Cause Related Marketing Campaign' for their Avenues Children's Garden.
The awards, which this year took the form of a gala ceremony at The Ritz-Carlton, Dubai, are presented annually by The International Council of Shopping Centers (ICSC).
Launched in November, the Avenues Children's Garden took the form of an open-air terrace area of the mall that was completely renovated to accommodate a full-fledged garden facility showcasing over 20 varieties of exotic plants. Its objective was to educate children about the environment.
Housed within the garden were 30 planter boxes containing soil and compost that was created by natural composting processes from the food waste collected at the mall itself. Prior to each visit, school children got to see educational videos about environmental issues, and afterwards, they could also take home a small pot plant to grow in their own time. Fifty schools had participated by the end of March, and the entire campaign was successfully promoted through an integrated marketing plan within the mall and across all communication mediums, for maximum publicity.
Not only was Oman Avenues Mall selected for the Gold Award out of 16 competitors in the same category, it was also the only one to win an award for a mall within the sultanate for the year.
With the Gold Award, Oman Avenues Mall, along with other 2017 Gold Award recipients, now receives automatic entry into the prestigious 2018 ICSC VIVA Awards, the winners of which will be announced at the RECon 2018 convention in Las Vegas, in the US State of Nevada, next year.
Gogi George, Oman Avenues Mall and LuLu Group International general manager, Development and Leasing, said, 'We are thrilled to have received the Gold Award for the Best 'Cause Related Marketing Campaign' and we are very proud of what the Oman Avenues Mall team and all of our staff collectively achieved with the Avenues Children's Garden. Fostering a culture of environmental awareness and sustainable gardening in the youth is a noble cause.'
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