Majid Al Futtaim’s Mall Campaigns Win Big at MESC Awards

  • The MENA Shopping Centre and Retailer (MESC) Awards celebrate the most innovative, creative, and highest performing marketing campaigns
  • Majid Al Futtaim malls across the UAE, Oman, Egypt, and Bahrain all won multiple awards across categories including seven gold and 12 silver

2022 was another winning year for Majid Al Futtaim as the leading regional shopping mall, communities, retail, and leisure pioneer earned seven gold and 12 silvers during the MENA Shopping Centre and Retailer (MESC) Awards. The award event took place at the Ritz Carlton Hotel in Dubai International Financial Centre (DIFC) on December 6, 2022.

Recognising the outstanding performance of Majid Al Futtaim malls in the retail industry, the MESC Awards identify and honour shopping centres and retailers that maintain excellent standards of continued success in mall experiences, demonstrate an unparalleled ability to succeed and implement limitless innovation and creativity in the retail sector.

Out of 19 awards available across regional markets, Majid Al Futtaim malls in the UAE won 10 — four gold and six silver.  Notable winning UAE projects include the ‘Big City Centre Vote’, a regional campaign that invited the community to share their ideas to help Majid Al Futtaim better understand what customers would like to experience in their respective community malls moving forward, as well as guide the development of more connected and personalised community spaces.

Other winning campaigns included ‘Store of the Future’, a pioneering concept by Mall of the Emirates to kickstart the beginning of futuristic shopping experiences and ‘Closer Than Ever’, a campaign by City Centre Deira. With over 1,500 visitors participating, City Centre Deira surprised one lucky entrant by flying their mother 4,482 miles from the Philippines to Dubai. The activation ‘Celebrate Hogwarts’ at Mall of the Emirates was also a winner for bringing a captivating and unique Harry Potter experience to the Middle East for the first time.

Meanwhile, Mall of the Emirates was even further recognised with a silver award for its omnichannel experiences. Recognising that shoppers want to have more than just one option when it comes to browsing their favourite international or local brands, the mall elevated its offering with a new Digital Concierge, bespoke personal stylist service, smart parking, and the opportunity to shop via the mall’s e-commerce website — all within the touch of a button.

Michelle Walsh, Senior Director, Marketing and Communications at Majid Al Futtaim Shopping Malls, commented: “The retail industry has faced many challenges in the last two years, and Majid Al Futtaim has remained resilient by curating exciting physical, digital and ‘phygital’ experiences that enable the making of great moments for everyone, every day. Our winning marketing campaigns, which embodied innovation, community, sustainability, and economic impact, have been pivotal in shaping our position today as a provider of leading retail and entertainment destinations.

“This success would not have been possible without our mall leaders and regional colleagues and our talented partners. They are the driving force behind Majid Al Futtaim’s continuous growth, and I’m confident that 2023 will be another year of opportunity and success for our company.”

Alongside big wins in the UAE, Majid Al Futtaim also won awards across its shopping malls in Oman, Egypt, and Bahrain, securing two gold, one gold and three silvers, and three silvers respectively.

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