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September 2025 marks the significant milestone of our 40th anniversary! This achievement is a direct result of the strong partnerships and shared vision we've built with valued collaborators like you, our esteemed SM Partner. Your ongoing support has been fundamental to our success, and we're delighted to celebrate this special occasion together.
What's Happening
Get ready for a vibrant celebration from June to October as our malls come alive with exciting experiences for everyone!
Discover captivating installations and immersive activations throughout our malls. Exclusive Partner Promos: Enjoy special deals and promotions at your favorite spots: Cinema: Catch blockbuster hits with exclusive offers. Foodcourt: Savor delicious meals with delightful discounts. Cyberzone: Explore the latest gadgets and tech with special deals. Leisure Hubs: Have fun at our Skating Rinks, Bowling Alleys, and Game Parks with exclusive promotions.
Join the Celebration! Partner with Us.
We invite you to amplify the 40th-anniversary excitement by launching your own complimentary campaign promotions within your SM locations. Let's create even more buzz and engagement together!
Visual Merchandising Display: Complement your 40th anniversary promotion with a themed window and merchandising display
Boost Promotions: Deploy engaging media to generate awareness and buzz (ex. print, social and digital media campaign, billboards and LED screens)
Key Milestones Coming Up!
Promotion Duration: August 1 - September 9, 2025 Announcement of Winners: October 2025
Let's Make This Anniversary Unforgettable!
We're excited to collaborate with you and make this 40th-anniversary celebration a resounding success.
🏆 3 winners for in-line stores
🏆 3 winners for short-term kiosks & counters
Special Team Celebration Dinners at Conrad Manila or Lanson Place
SM Supermalls’ Advertisement Mileage: Exposure via social media posts, in-mall LED displays and free 3-day activation at mall event spaces*
*Subject to conditions: Booking 6 months prior. Redeemable by H2 2026
CONFIRM YOUR PARTICIPATION
Simply fill out the reply slip provided by your Leasing contact person.
Frequently Asked Questions:
All SM Partner brands are invited to join, including your branches across all SM malls—whether you operate an in-line store or a short-term kiosk or counter. Every partner is encouraged to take part in this milestone celebration.
We highly encourage all branches to participate. However, if you need to prioritize, you may select specific branches to join.
Participation and entry submission must be done per individual brand. Group submissions across multiple brands will not be accepted.
Simply fill out and submit the official confirmation reply slip provided by your Leasing contact person.
To join the campaign, partners must launch a highly creative in-store initiative that includes the following components:
In-store Promotion: Engage customers through redemptions, exclusive offers, or interactive activities
Visual Merchandising Display: Showcase a themed setup aligned with the SM Supermalls’ 40th Anniversary logo and theme. Download the logo through this link
Boosted Promotions: Amplify your campaign through social media, in-store posters, digital content, or other marketing channels
All three elements must be implemented to qualify.
For full eligibility, all partner brands in all branches must activate all three campaign elements:
In-store Promotion
Visual Merchandising
Display Boosted Promotions
You have the freedom to develop the most creative and innovative in-store promotions that best suit your brand and customers. Creative customer engagement activities such as redemption offers, anniversary bundles, flash deals, or gamified promos are welcome, as long as they align with the 40th Anniversary celebration.
Yes. Visual displays should include the SM Supermalls’ 40th Anniversary logo—you may incorporate campaign colors, branding elements, or a festive take that fits your brand personality.
The brand (tenant) is responsible for securing the DTI permit for their in-store promotion.
Participating brands will receive the following amplification support from SM Supermalls:
SM Online App Exposure: Your promotions/ deals will be mirrored on the SM Online app, which reaches over 6 million users.
Social Media Visibility: If your brand posts campaign content and tags the official SM Supermalls or mall-specific pages, our teams may reshare your posts to further boost visibility.
Campaign performance will be judged based on:
25% Branding: Alignment of the partners’ and SM Supermalls’ 40th anniversary branding
25% Aesthetics: Visual appeal and creativity of the store display
25% Communications: Effectiveness of the promotional materials and campaign amplification
25% Promotion Redemption: Participation via high customer redemption score
Each mall’s Marketing Team will be responsible for documenting all aspects of each tenant’s participation – including photos, promotion mechanics, and redemption data.
Winners will be announced by Leasing in October 2025.
This will be measured based on the average number of redemption transactions across all participating branches of each brand.
Redemption will be measured based on the average number of redemption transactions across branches under each brand.
A total of 6 winning brands will be recognized—3 in-line stores and 3 kiosks/counters.
IN-LINE STORES
SHORT-TERM STORES
LARGE BUSINESS
1 WINNER to receive
Meet and Greet dinner with a Sy member and/or Mr. Steven Tan. Table for 18 at Conrad Manila
Advertisement package valued at ₱1,000,000, which may include in-mall LED screen exposure for 2 to 3 months and a 3-day activation at designated mall event spaces*
1 WINNER to receive
Meet and Greet dinner with a Sy member and/or Mr. Steven Tan. Table for 18 at Lanson Place
Advertisement package valued at ₱1,000,000, which may include in-mall LED screen exposure for 2 to 3 months and a 3-day activation at designated mall event spaces*
MEDIUM BUSINESS
1 WINNER to receive
Meet and Greet dinner with a Sy member and/or Mr. Steven Tan. Table for 10 at Conrad Manila
Advertisement package valued at ₱750,000, which may include in-mall LED screen exposure for 2 to 3 months and a 3-day activation at designated mall event spaces*
1 WINNER to receive
Meet and Greet dinner with a Sy member and/or Mr. Steven Tan. Table for 10 at Lanson Place
Advertisement package valued at ₱750,000, which may include in-mall LED screen exposure for 2 to 3 months and a 3-day activation at designated mall event spaces*
SMALL BUSINESS
1 WINNER to receive
Table for 5 at Conrad Manila
Advertisement package valued at ₱500,000, which may include in-mall LED screen exposure for 2 to 3 months and a 3-day activation at designated mall event spaces*
1 WINNER to receive
Table for 5 at Lanson Place
Advertisement package valued at ₱500,000, which may include in-mall LED screen exposure for 2 to 3 months and a 3-day activation at designated mall event spaces*
*Subject to conditions: Booking 6 months prior. Redeemable by H2 2026
Submit all required documentation—including photos, promotion mechanics, and redemption data—between September 16–22, 2025 via the official submission link, which will be shared by your Leasing Team closer to the deadline.
For any questions related to this challenge, please reach out to your Leasing contact person.
