MARKETING
DESIGN & DEVELOPMENT
SOCIAL MEDIA
NEW DEVELOPMENTS
GOLD
GOLD
Mixed Use
Centres between 400,001 and 750,000 sq. ft.
of total retail space
#COREeaster
The CORE - TD Square/Holt Renfrew
Calgary, Alberta
Outlet Collection at Niagara
Niagara-on-the-Lake, Ontario
Outlet Collection at Niagara is a new 520,000 sq. ft.
outlet shopping centre that opened on May 15, 2014,
putting the spotlight on the region’s tourism draw
and wine growing culture. Comprised of 11 buildings
housing 110 irresistible retailers, including Lululemon,
Coach, J. Crew Factory, Michael Kors, Kate Spade,
and more. Configured in an open air, racetrack
design, the centre is anchored at one end by
Canada’s first Bass Pro Shops Outpost store and at
the other end by The Eatery, featuring specialty food
and wine-related tenants. At a total cost of $200
million, the architectural design incorporates a palette
of earth-toned finishes and textures. Exceptional
walkways and courtyards facilitate the shopping
experience with carefully planned public spaces that
function as a park, square, amphitheatre or market.
Year one operation was a huge success, backed by
figures of 5.7 million visitors, and over $600sq. ft.
in sales productivity. This achievement has now led
to the planning of future Outlet Collection Centers
across Canada.
Owner: AIMCo and Ivanhoé Cambridge Inc.
Management Company: 20 VIC Management Inc.
With Easter around the corner, the CORE saw an
opportunity to celebrate Spring, build their Instagram
community and bring back the fun of an Easter egg
hunt — with a social media twist! The advertising
campaign creative applied spring fashion patterns
to Easter Eggs to grab attention - everyone had a
favourite! Daily Easter Hunt hints were posted online
to @COREshopping with fun facts or information
about the store and/or its products to keep them
guessing where the eggs might be. Insta-love for
#COREeaster! The primary focus for the contest
was Instagram: the custom hashtag was effective at
driving online engagement and activity that resulted
in new CORE Instagram followers. New followers
represented a contribution of almost 15% towards
overall goal of 600 new followers for 2015.
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