Region Group, in partnership with Knight Frank, have won an award at the Shopping Centre Council of Australia 2024 Marketing Awards for one of its shopping centres in Newcastle West.

Marketown Shopping Centre in Newcastle West was given the Community award, for small shopping centres – of 75 stores or less – for its Little Hands Wise Hearts: An Intergenerational Journey campaign.

Marketown is a vibrant shopping centre serving a diverse demographic in Newcastle. It is also a hub for social connection where the local community catch up and bond over meals. This social connection, which is so abundant at Marketown, is often lacking in aged care facilities. 

Inspired by the ABC’s TV show “Old People’s Homes for Four Year Olds,” Marketown proposed an intergenerational program to connect aged care residents with pre-schoolers. Collaborating with Marketown tenant Montessori Academy and Anglican Care (Aged Care), the five-week program aimed to bridge the gap between generations. The program demonstrated the power of intergenerational initiatives.

“Clever use of in-centre childcare and solving a community need. Great repeatability,” was the comment on the campaign from the independent judging panel for the 2024 SCCA Marketing Awards, made up of Belinda Daly, Director and Marketing Consultant at The Marketing Edit; Alison Riley, Chief Merchandise Officer at BSR Group and; Laura Sidey, Director of Marketing at the Australian Sports Commission. 

The Community award comes with a $5000 cash prize to be donated to a charity of choice.

Penny Price, Marketing Manager at Marketown Shopping Centre, who led the Little Hands Wise Hearts campaign, said “There is a critical need for social connection in aged care facilities; a stark contrast to the vibrant community at Marketown. Former Aged Care Minister Ken Wyatt reported that up to 40% of aged care residents never received visitors before the pandemic.

Intergenerational programs like ours bridge this gap and offer mutual benefits. With Montessori Academy as a tenant and Anglican Care Aged Care nearby, this initiative was a natural fit. Following the success and positive feedback from our five-week program earlier this year, we are excited to plan the next round of sessions between the two organisations.”

Knight Frank’s National Marketing Manager, Region Group, Kimberley Hogg said “We are incredibly proud of our dedicated and hardworking marketing team across Region Group’s shopping centre portfolio around Australia, who collaborate closely with the centre management team to bring our centres to life within the community.

“Our impactful campaigns continue to significantly impact upon the success of the shopping centres we manage, aligning with our shopping centre portfolio mission of ‘supporting better communities through life’s essentials.’”

Elizabeth Galle, Head of Portfolio Management at Region Group, said: ‘Our Essentially Local pillar is a key focus within our sustainability strategy. We strive to understand the social issues impacting the communities we operate in, and with our extended team in Knight Frank, we have delivered marketing initiatives, like here in Marketown, that have positively impacted these communities on a much deeper level.’”

The 2024 SCCA Marketing Awards were handed out during a Gala Dinner on Thursday, October 24 at the Ivy Ballroom in Sydney. The event brought together industry leaders, marketing teams, and creative minds to honour outstanding achievements in shopping centre marketing.

In a statement, Anthony Mellowes, Chairman, Shopping Centre Council of Australia and Chief Executive Officer, Region Group, said: “The Shopping Centre Council of Australia Marketing Awards are a great opportunity to recognise the talent we have in our industry and the creative campaigns that are executed each and every week in shopping centres across the country.”

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