Given the high standard of work produced, the centre decided to take some of the designer outfits to the Expresso studios for its competition. Three of the five Expresso winners (selected by Roxy Louw and Michael Mol) were from the student designer collections, who were also awarded automatic entry into the Most Elegant Couple competition.
On the day of the race, the five designer his and hers outfits from the student designer collection were in the Top 16 of the competition and FEDISA student designer, Carla Gordon's ensemble outfit was announced as the winner of the 2011 competition.
As part of the campaign, the centre activated an online Facebook competition for three double sets of VIP tickets to the race valued at R21000. As a result of this promotion, daily post views on its Facebook fan page went up by 28%, with 261 137 impressions at the end of the campaign period.
Also on its Facebook page, it loaded the gallery of social pictures taken by a Cavendish Square photographer at the race's pre-party and on race day. Those who had their photos taken were given a business card which encouraged them to tag themselves in the pictures for a chance to win R1000 gift card.
The centre won three of the race's 2011 shopping centre awards:
