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Event - Cultural Event
(Silver Winner)

PO#

#TBA04224

Payment Status

Paid

PO Created Date

2025-02-19 07:01:41

Paid Date

2025-02-21 03:44:12

Competition

2025

Season

Entry ID

TBE104691

Entry Submission Date

2025-02-19 06:54:06

Member's Name

Jeane Bea Marasigan

Member's Email

marasiganbea.almi@ayalamalls.com.ph

Entry Level

Marketing

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Published

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Yes

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EE25017 - Cultural Event

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Project Description

The Queens and Blooms Festival at Ayala Malls Market! Market! celebrated the vibrant Filipino tradition of Flores de Mayo through a stunning showcase of culture and Santacruzan gown creations. Featuring top designers and world-class models, the event highlighted Filipino craftsmanship while promoting cultural awareness. The project addresses the need to preserve and promote Filipino cultural heritage, particularly through the celebration of Flores de Mayo and its integration into modern spaces like Ayala Malls Market! Market!.

This initiative seeks to bridge the gap between traditional Filipino festivals and contemporary urban life, providing a platform for local designers to showcase their craftsmanship and cultural pride. The event also responds to the opportunity of attracting both local and international visitors by offering a unique and enriching cultural experience in a commercial setting. With strategic partnerships and strong community engagement, the event successfully boosted foot traffic, supported mall merchants, and elevated the mall’s position as a cultural hub.

Project Description for Judges

Flores de Mayo, one of the Philippines’ most beloved traditions, paints the country with vibrant hues during the month of May. The festival is a tribute to the Blessed Virgin Mary for the rain she brings that makes flowers bloom after the dry season. For many, it is a nostalgic festival, but for those who did not grow up in communities where this tradition is celebrated, it is rather fascinating to catch a glimpse of it in a place they least expect—aligning with the mall’s tagline, “The Fun is in the Finds”.

Queens and Blooms started last 2022 at Ayala Malls Market! Market!. With its massive support and success, it has been the mall's mission be a consistent champion for this tradition. Now on its third year, the event happened last May 5, 2024. It was a grand celebration of masterpieces brought to life by the Santacruzan gown creations of our Filipino designers, sashayed by world class Filipina models and beauty queens in a grand procession. Among the models was Sirene Sutton, a Bb. Pilipinas 2017 contestant and first runner-up at the inaugural Miss Global Philippines 2014 pageant. One of the event's highlights was the exquisite work of Simoun Andres, a renowned fashion designer, who is making a name for himself in the international arena.

The Queens and Blooms event drew over 4,000 visitors, which shows how it brought the celebration to a broader audience. It also led to a 10% boost in sales for food and flower merchants, demonstrating the event's positive impact on local businesses. In social media, when you type Queens and Bloom, the 3-year event features will pop up right away, thus, owning the concept solely versus the PH mall landscape. The event also provided a platform for local designers—boosting their profiles and contributed to greater recognition, both locally and internationally. Furthermore, Market! Market! successfully positioned itself as a platform for celebrating Filipino traditions and craftsmanship—fostering a sense of unity and pride.

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Link List

Link	Password Protected	Display (Winner Info)
https://www.facebook.com/watch/?v=464160019386029	No	Display
https://randomrepublika.com/ayala-malls-market-market-holds-successful-flores-de-mayo-festival/	No	Display
https://www.facebook.com/share/15uCY4FRYW/?mibextid=wwXIfr	No	Display
https://www.facebook.com/watch/?v=730228969189623	No	Display
https://www.sugarsmile.info/2023/05/queens-blooms-flores-de-mayo-festival-at-ayala-malls-market-market.html	No	Display

Credit List

Actions	Name	Title Organization
	Jeane Bea Marasigan	Marketing Associate
	Shaena Manzano	Senior Marketing Manager
	Aileen Pescador	General Manager
	John Dee Garbin	Marketing Associate Manager
	Corinthia Ogarte	Senior Marketing Associate
	Dorothy Olazo	Marketing Assistant

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Remove	Actions	File Link	File Size	File Link (System Resize)	File Size (System Resize)	Display(Winner Page)	Display Check
		upload/entry/files/TBE104691/28671739948134.pdf	576.97KB	upload/entry/files/TBE104691/28671739948134.pdf	576.97KB	Hide
		upload/entry/files/TBE104691/1747294950file_10078.jpg	59.66KB	upload/entry/files/TBE104691/1747294950file_10078.jpg	59.66KB	Hide

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