Al-Futtaim Malls wins two ICSC MAXI 2022 Awards for Egypt and UAE campaigns

Al-Futtaim Malls wins two ICSC MAXI 2022 Awards for Egypt and UAE campaigns

Cairo Festival City Mall’s ‘All for Summer’ campaign received a GOLD Award in the Experiential category, which focused on Egyptians’ love for summer. To establish the mall as a destination for the season and maximise footfall and sales, the two-month activation engaged customers, generated traffic and elongated visitation hours while building a lasting connection. The festival was complemented by different types of entertainment including a live concert by Egyptian superstar, Mahmoud El Esseily, which further drove sales.

In addition, Dubai-based Festival Plaza’s Book Club won SILVER award in the Community category. Launched in 2021, the Festival Plaza Book Club has become a much-anticipated fixture on Dubai’s literary scene, attracting book lovers from far and wide. Driving footfall boosting brand awareness, the book club became the community’s space to gather and share their best reads with regionally well-known authors such as Karen Osman, Noora Alawadi and Sabyn Javeri.

Genevieve Colaco, Regional General Manager, Marketing & Customer Experience at Al-Futtaim Malls said: “The International Council of Shopping Centres MAXI Awards is among the benchmarks for industry excellence. We are honoured to have been awarded for two very successful campaigns, as it further highlights our commitment to create exceptional experiences for customers and bring great