In 2017, Westfield Corporation made a splash at the International Council of Shopping Centers (ICSC) MAXI Awards. They scooped up three Gold Awards, all thanks to their innovations in marketing.

Westfield aimed at doing more than just deliver the traditional metrics of marketing. Their campaigns were about engaging customers, backing community projects, and making shopping more than just a transaction. They combined experiential events with community outreach, showing they cared not just about profit margins, but people too.

Campaigns that won

Westfield World Trade Center Grand Opening
They turned the opening of the Westfield World Trade Center in New York City into a local celebration, demonstrating their ability to transform spaces into lively retail and cultural centers, revitalizing the Financial District of Manhattan.

Westfield Veterans Initiative
They showed their gratitude to veterans, organizing events and resources for them, an excellent display of their commitment to social responsibility and community engagement.

Westfield Century City Pop-Up
At Westfield Century City in Los Angeles, they created pop-up installations offering a mix of retailers and experiences, encouraging visitors to explore and enjoy in first to market exclusives.

Westfield's strategies were all about engaging with the community, retailers, and local authorities:

• Community. Events like the grand opening and support for veterans were their way of creating a sense of community and offering more than just retail.

• Retailers. By teaming up with local chefs, filmmakers, and fashion designers, they gave retailers a chance to be part of unique events, driving traffic and sales.

• Government. Westfield collaborated with local, state, and federal authorities showing that they were as committed to their community as they were to their business.

Outcomes

Their initiatives led to significant outcomes:

• Higher Customer Engagement. Their events attracted diverse crowds, increasing the number of visitors and the time they spent in the centers.

• Community Support. Their Veterans Initiative showed their commitment to social responsibility, strengthening their ties with the community and enhancing their reputation.

• Industry Recognition. Winning three Gold MAXI Awards proved their leadership in innovative retail marketing and community engagement.

In a nutshell, Westfield Corporation's award-winning campaigns were a masterclass in how to blend experiential marketing with community involvement, setting a new standard in the retail real estate industry at the time.