Juba 3,077 inimeseni on jõudnud selle ettevõtte bränding ja tema tegevusi jälgib 20 Storybooki kasutajat. Keskmiselt on ettevõtet hinnatud 4.3 punktiga ja kommenteeritud 300 korda.

's activity report 2022

The main activity of AS Viru Keskus is the daily management of the shopping center based on the business strategy approved by the AS Viru Keskus council for the years 2021 - 2025.

Revenues, expenses and profit

All operating expenses of the company were covered by the owners of the managed real estate, as a result of which there was no profit in the reporting year.

Staff

6 people work in the joint-stock company. A total of 531,705 euros was paid in salaries in 2022 (506,961 euros in 2021). If a board member is not elected for the next period, he is entitled to compensation in the amount of 12 months' basic salary.

Activity in the financial year 2022. The significant influencer of the financial results of the year was the war in Ukraine that began in February and the two-year health crisis that preceded it, which resulted in significant global supply difficulties of goods and a noticeably fallen share of tourists (the number of foreign visitors to Tallinn was still significantly lower than before the crisis in 2019.

year). In addition, the worsening energy crisis, high inflation and interest rate hikes, and overall declining consumer confidence and real purchasing power throughout the year affected 2022. The second year of ongoing renovations at Viru Keskus and the temporary closures of certain areas of the center for construction and tenant changes also affected the whole year.

Viru Keskus was visited by 13.1 million people in 2022. The average number of visitors was 36 thousand people per day. A total of 5.6 million purchases were made, the turnover of the center in 2022 was 128 million euros.

During the reporting year, the renovation project of Viru Keskus, which started in the previous year, continued, which is carried out in several stages and will continue in the next financial year. The most important works carried out in 2022 were the renovation of the general areas on the 2nd floor, the opening of the Food Street and the Beauty Business - the opening of the health floor on the 4th floor, the creation of a new central visitor route on the 2nd floor.

Marketing activities

The overarching narrative of Viru Keskus's 2022 marketing activities was the presentation of the bright results of the ongoing renewal process to the public. The first half of the year was mainly spent communicating the construction activities of the renewal process, so that the inconvenience to customers in the center would be minimal, and at the same time, two areas focused on new functional offerings in Viru Keskus were prepared for launch. Almost simultaneously, two attractive areas were presented to visitors, both of which were created with a creative story with recognizable branding elements, both of which stemmed from the renewed Viru Keskus brand strategy and new visual identity.

So in June we were proud to present Viru Food Street, which was successfully opened with over-marketing steps.

For the introduction of Food Street, which is a unique project in the Estonian retail landscape, a separate marketing and communication campaign was created and a series of events for different interest groups was organized. Food Street achieved half a million visits in the first few months and several restaurants were marked in the White Guide nomination. Viru

Food Street was kept in the customer's focus throughout the second half of the year through various marketing and communication campaigns.

The next focus area to be presented to expand Viru Keskus's value proposition was the Beauty Business, which covers the entire fourth floor and which we introduce with the idea of „A whole floor for the whole body“. This slogan allows the visitor to convey a comprehensive service offering, which includes both primary medical services, aesthetic medical services and simpler beauty services, and sports opportunities, which include both a sports club and outdoor paddle courts.

In addition to the new special areas, our tenants continued to renew and several new tenants were added.

From a marketing point of view, this gave the opportunity to convey Viru Keskus's own messages through the renewal of tenants, and we did this actively throughout the year.

The expanded value proposition of the center was also reflected in digital marketing tools. So at the beginning of the year, Viru Keskus's website got a new visual appearance, where in addition to updating the appearance according to the new visual identity, we added functionality and more opportunities to highlight our beauty services and services more broadly. In addition, we created additional social media channels in the META environment for focused marketing of Food Street.

Viru Keskus's marketing activities were once again noted in the creative competition Golden Egg, where 4 awards were added, bringing the number of awards to fifty. The row of awards was also supplemented with two Silver Eggs and a Bronze Egg for 2021. year