MARKETING
CAUSE RELATED MARKETING
CAUSE RELATED MARKETING
GOLD
GOLD
Centres 750,001 to 1,000,000 sq. ft.
of total retail space
Joint Centre
#31DaysofHappy
Edmonton City Centre
Edmonton, Alberta
Grounds to Gardens
Cloverdale Mall & Eglinton Square
Shopping Centre
Ontario
Owner: OMERS
Management Company: Oxford Properties
Group
Company: Bentall Kennedy (Canada)
Cloverdale Mall & Eglinton Square became the first
centres in Canada to erase their coffee footprint
through an innovative partnership with ReGround
Organics. The “Grounds to Gardens” initiative
diverted 116,540 lbs. of coffee grounds, collected
from eight of the centre’s retailers and was
composted into nitrogen rich, sustainable potting
soil. This environmental achievement was announced
during Earth Week 2015 and generated over 4.2
million gross impressions of PR including 54 minutes
of TV coverage. Over 2,700 bags of the sustainable
soil were distributed and $3,917.50 in donations was
collected for Evergreen, a national not-for-profit
environmental organization.
Devastated by four successful suicide attempts
on their property, Edmonton City Centre was
determined to spread some happiness throughout
Edmonton, while sharing vital information on The
Support Network and their Distress Line. They
launched the #31daysofhappy campaign that
surprised 42,497 residents with random acts of
happiness, distributed 36,000 yellow happy face
stress balls, buttons and stickers with the Distress
Line telephone number. Their Facebook “Happiness in
31 Deeds” challenge generated 15,150 engagements,
their retailers donated $10,000 in prizing, PLC
Construction hoisted their supersized Happy Face
into the air over the downtown area and Coke
contributed their famous “Hug Me” machines that
dispensed free product.
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