MANUFAKTURA : SOLAL GOLD 2008

Museum of the Factory

Lód´z, Poland

Managed by: Apsys Management

Owned by: Manufaktura Ltd. (Subsidiary of

Apsys Group)

Professional Recognition:

Joao C P Xavier, General Director, Manufaktura/Apsys Management

Slawomir Murawski, Deputy Director, Manufaktura/Apsys Management

Agnieszka Nowak, Marketing Director, Manufaktura/Apsys Management

Aleksandra T Wasilewska, Communication Director, Apsys Polska

Implementation

Apsys hired famed Polish architect Miroslaw Nizio to design the museum and contacted the media, local museums and collectors to locate exhibits and memorabilia. The company also worked with the local media to obtain personal recollections of people connected with the factory and the city’s history. Lód´z inhabitants voted by mail and via Internet on the museum’s name, selecting “Museum of the Factory”.

A principal guide for the museum was a former factory worker for 48 years. A local public relations agency, Telma Group, was retained. For the 27 January 2007 opening, special Historical Days were organised, attended by the president of the city of Lód´z and former mill workers.

Children’s workshops demonstrating textile crafts such as knitting are held regularly, and a special exhibition created for International Woman’s Day. In December 2007, a book, “People and their Factory”, documenting the stories of 24 people who worked at various levels in the factory, was

published. Programmes are ongoing.

Results

More than 2,500 people visited the museum on opening weekend, with a total of 49,351 visitors during 2007.

JANKI : SOLAL GOLD 2008

Sales Promotion

From 20,001 sq m to 40.000 sq m

Lucky Receipts

Janki

Janki-Warsaw, Poland

Managed by: Apsys Polska

Owned by: GE, Taima Inv, Conforama, Cinema City

Professional Recognition:

Ewa Flader, SC Marketing Director, Apsys Polska

Joanna Dziewicka, Marketing Coordinator, Apsys Polska

Milena Gierczak, Marketing Assistant, Apsys Polska

Katarzyna Hrycko, Account Manager,

Szwejkowski ADV. Agency

Malgorzata Bialek/Anna Walerych, SC Director, Apsys Polska

When it opened in 1999, the Janki Shopping Centre located in Janki, near Warsaw, Poland, was one of the first shopping/entertainment centres in the country to cater to families with children. But newer competition resulted in a new tenant mix at the 36,000 sq m project. The marketing team needed to increase the centre’s visibility, particularly in the city’s southern outskirts.

Implementation

For four months, the “Lucky Receipts” programme printed symbols on the backs of all purchase receipts at Janki’s shops (excluding the hypermarket). Shoppers visited a service point located in the centre to receive the award indicated by the printed symbol. The more someone shopped, the greater the chance of winning an award. However, creating the programme required persuading the tenants to participate. The plan was presented during working meetings and through written message, to encourage participation. The centre staff also had to obtain detailed information on the till rolls (12 different types) to stock the stores, and ensure constant stock. The program was publicised in-centre through posters, ceiling hangers, leaflets, and an information stand at centre court. A radio campaign, billboards, ads on city buses and posters promoted the programme to the general public.

Results

Tenant turnover rose 22.68% vs. 2006 during the fourmonth promotion. Footfall rose 10% over the previous year, even as other months saw a drop because of the opening of new competitors in metropolitan Warsaw. Nearly all (99%) of the tenants participated in the promotion.

Aleksandra Wasilewska, Communication Director - Apsys Polska (awasilewksa@apsysgroup.pl) Telephone: 22 70 19 200

Blandine Denis, Communication Director - Apsys Group (bdenis@apsysgroup.com) Telephone : 01 45 02 66 66