MARKETING
GRAND OPENING, EXPANSION
AND RENOVATION
GRAND OPENING, EXPANSION
AND RENOVATION
GOLD
SILVER
Centres 400,001 to 750,000 sq. ft.
of total retail space
Centres 750,001 to 1,000,000 sq. ft.
of total retail space
Escape the City
Outlet Collection at Niagara
Niagara-On-The-Lake, Ontario
St. Laurent Renovation Campaign
St. Laurent Centre
Ottawa, Ontario
Owner/Management Company:
Ivanhoé Cambridge Inc.
Owner/Management Company: Morguard
With two nearby outlet centres providing fierce
competition, it was imperative that Outlet Collection
at Niagara’s Grand Opening launch secure its
dominance as the premiere outlet in the Niagara
Region. The centre planned and executed a strategic
“Best in Class” campaign that featured a memorable
monogram and brand identity, a multi-tiered
advertising platform, a highly tactical PR campaign
culminating with a splashy media reception,
aggressive lobbying to entice motor coach tours and
opening weekend perks. The results were remarkable:
247 million earned media impressions, 914 motor
coach visits, and exceptional sales. Opening weekend
sales exceeded projections by +15% and MayDecember sales achieved +65% above projections.
In March 2014, St. Laurent Centre launched a
$30 million dollar renovation to keep pace with
competitors, serve customers better and strengthen
their fashion mix through increased tenant attraction.
The centre saw an opportunity to turn renovation
“chaos” into a fun marketing activation and
called their renovation a “makeover” to showcase
their new style with personality. The cheeky new
“makeover campaign” was a fun play on fashion
and beauty that instantly engaged the community
and attracted attention with a total of 8,576,736
impressions; over 70% higher than planned. Through
strategic placement and high frequency St. Laurent
successfully thanked their customers for their
patience and understanding in an entertaining way
that reversed a negative experience into excitement
about their new upscale St. Laurent coming soon!
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