Deerfields Mall Wins the Only Gold Award in CSR Category at the Shopping Center and Retailer Awards 2019
Deerfields Mall, a community mall located in Al Bahya, Abu Dhabi, has recently won the Gold Award in Cause-related Marketing category for their Ramadan Campaign entitled – ‘Be A Rock’, an initiative to create more awareness on people of determination.
“It’s a proud moment to be recognized by the Middle East Council of Shopping Centers (MECSC) and winning the prestigious and only Gold award for the Cause-related Marketing Category. It strengthens our promise of creating moments and marketing campaigns that bring the community together.”, said Matthew Reay, Director Asset Management, Deerfields Mall.
Last Ramadan, Deerfields Mall launched this initiative to create more awareness on people of determination. ‘Be a Rock’ campaign invited the community to be a support, a rock for people of determination by getting a rock hand-painted by people of determination or painting one for them to show their support. All the painted rocks by the community were donated to SEDRA Foundation and all proceeds of this campaign went to Emirates Red Crescent and the SEDRA Foundation.
Jenny Angeles, Marketing Manager, Deerfields Mall added, “As a community mall our aim is to always give back to the community, or create initiatives that help the community. We are so humbled to have won the Gold Award for the ‘Be a Rock’ campaign that embodies the message of coexistence and inclusion of people of determination within the society, which is also very relevant in this Year of Tolerance.”
Established in 1994, the Middle East Council for Shopping Centers (MECSC) is the regional trade body representing the Shopping Centre industry in the Middle East and North Africa. Every year, the MECSC Awards are held to acknowledge the outstanding achievements of shopping centre owners, retailers, developers, management companies, architects, designers and industry professionals as they provide an opportunity for them to showcase their efforts in marketing, design, development and operation.
Deerfields Mall is the flagship project of venture capital firm Mubarak and Brothers Investments (MBI), a company specialising in retail, real estate, industrial services and financial investments that are in line with the vision of Abu Dhabi 2030 and the wider vision of the United Arab Emirates. Deerfields Mall caters to the community and neighbouring emirates, while complementing the Abu Dhabi Urban Planning Council’s revitalization master plan for the emirate’s Shahama and Bahia areas.
Covering 80,000 square meters of prime Gross Leasable Area (GLA), Deerfields Mall is located in Al Bahia, at the entrance of Abu Dhabi, off the Dubai-Abu Dhabi Highway (E11) and a few minutes from Abu Dhabi Airport, Khalifa City, Al Raha Beach, the Hydra Village and Al Reef residential areas. It offers easy access and visibility to 400,000 passing vehicles per week.
With anchor stores Centrepoint, Carrefour, Homes R Us, Pan Emirates, Fabyland, Cine Royal, Burjeel Clinic and a large garden play area, Deerfields Mall now offers families exciting shopping, entertainment, leisure and health care options.