Atlantic Station takes home two silver MAXI awards

The International Council of Shopping Centers (ICSC) presented Atlantic Station, Midtown Atlanta’s vibrant mixed-use development, with two U.S. MAXI Awards on May 21 during its annual RECon Convention in Las Vegas.

The U.S. MAXI Awards honor the highest caliber of premier marketing, community outreach, sales promotion, NOI enhancement and new media efforts within the U.S. retail real estate industry. Atlantic Station won two silver awards in the marketing excellence in sales activation and specialty leasing categories. Real estate investment, development and management firm Hines manages and leases the retail district of Atlantic Station.

Atlantic Station received its specialty leasing MAXI award for revenue enhancement, which was a text book example of how to successfully market temporary inline leasing, advertising and sponsorship sales. The specialty leasing team brought the Atlanta Falcons Team Store/Atlanta United FC Team Store to Atlantic Station. Through the temporary license deal, Atlantic Station partnered with the Falcons to host the team’s NFC championship “Rise Up Rally,” followed a week later by the official Super Bowl sendoff rally.

Atlantic Station received its sales activation MAXI award for its Pokemon GO campaign. When Pokemon Go launched in the U.S., Atlantic Station wanted to plan something purposeful that strategically involved their retailers and would attract hundreds of guests to the property. They worked in tandem with the Pokemon fans to create an event that would both drive traffic to Atlantic Station and its retailers and be fun for players. Atlantic Station selected 12 participating retailers and crafted an exciting Scavenger Hunt that reached every corner of Atlantic Station.

“We’re thrilled to be recognized for our efforts in developing creative and effective programs at Atlantic Station,” said Daniel Easton, Atlantic Station’s marketing director. “Hines is committed to an award-winning marketing program and we look forward to growing and expanding that program in the coming years.”

With its two latest additions, Atlantic Station has won 12 awards. In 2016, Atlantic Station won silver in the cause-related marketing category for their Hunger Action Month campaign with the Atlanta Food Bank and another in the integrated digital campaign category for creating a loyal community of moviegoers and positioning Atlantic Station as the best place to see a movie. In 2015, Atlantic Station won silver for its event marketing efforts with the Shaky Knees music festival. In 2014, Atlantic Station won gold for event marketing and leasing and silver for cause related marketing. And in 2012, Atlantic Station won gold for excellence in public relations, event marketing and leasing and silver for best use of social media.

A complete list of MAXI award winners can be found here.

About Atlantic Station:

A national example for sustainable mixed-use communities, Atlantic Station transformed an abandoned industrial site into a thriving entertainment district at the heart of Atlanta’s vibrant Midtown neighborhood. Opened in 2005, Atlantic Station is home to some of Atlanta’s most popular restaurants, retailers such as H&M and Dillard’s and leading employers such as Wells Fargo, Ogilvy & Mather and BB&T. Atlantic Station each year hosts dozens of community gatherings, charity walks and neighborhood forums. The Walk to End Alzheimer’s and other events at Atlantic Station have raised more than $50 million for Atlanta charities since 2005. In July 2013, 2014 and 2015, Atlantic Station hosted the BB&T Atlanta Open. A national leader in consumer engagement and technology, Atlantic Station has the No. 3 most followed Twitter feed among U.S. retail centers.

For more information, visit atlanticstation.com and engage with Atlantic Station on Twitter, Instagram and Facebook.