MARKETING
MULTI CHANNEL MARKETING
MULTI CHANNEL MARKETING
SILVER
GOLD
Centres 400,001 to 750,000 sq. ft.
of total retail space
Centres more than 1,000,001 sq. ft.
of total retail space
Celebrating Forty Years
Pine Centre Mall
Prince George, British Columbia
#FashionSanta
Yorkdale Shopping Centre
Toronto, Ontario
Owner/Management Company: Morguard
Owner: AIMCo and Oxford Properties Group
Management Company: Oxford Properties
Celebrating 40 Years was a 2 ½ month-long party
to mark a major milestone in Pine Centre’s history.
In fall 2014, Pine Centre recreated the events and
advertising that took place 40 years ago when the
mall’s doors first opened. The multi-channel program
achieved 14.5 million advertising impressions; drove
centre-wide sales up 3% for December and 26% for
tenants who participated in key initiatives; traffic
increased an average of 11.3%; $11,000 was donated
to Big Brother, Big Sisters; e-club membership nearly
doubled; and all with an ROI of 157%!
Yorkdale took an unconventional approach
for Holiday 2014 with Toronto style maker and
internationally recognized model Paul Mason,
sporting a long white beard, to become the face of
their #FashionSanta campaign. The centre’s one-ofa-kind multi-channel marketing campaign increased
top-of-mind awareness of the centre by delivering
48 million gross media impressions, attracted over 33
minutes of television publicity coverage while their
#SelfieForSickKids and a series of 15-second video
spots broadcast on social media helped deliver an
impressive 18% digital engagement rate. Despite the
loss of 2,000 parking spaces, Yorkdale achieved sales
increases of +14% in November and +9% in December.
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