SILVER
Centres 400,000 to 750,000 sq. ft. of total retail space
SILVER
The gift of sales
Place Montréal Trust
Montréal, Québec
Countdown to the Oscars at Bower Place
Bower Place Shopping Centre
Red Deer, Alberta
Management Company/Owner: Ivanhoé Cambridge
For a 12-day period, Place Montreal Trust offered a free $25 Gift
Card with every $100 Gift Card transaction. 95% of transactions met
the minimum purchase level and sales increased 929% during the
promotion. December’s corporate gift card sales tripled over December
2012 and transactions were double that for all of 2012! Mall sales
increased 1% in December compared to a 6% decline in December 2012
and traffic increased 1.64% over the previous year.
Management Company: Bentall Kennedy (Canada) LP
Owner: bcIMC Realty Corporation
“Countdown to the Oscars” built-on existing hype for the Academy
awards, with themed cinema advertising and movie ticket prizes to
encourage gift card sales and to positively impact traffic and overall
centre sales. Results showed +20% in gift card sales, record-breaking GC
average purchases for the month and centre sales +10.64% over relatively
flat past 6-month trend, with incremental sales of almost +$1 million.
SILVER
GOLD
Pop for P!NK
Village Green Centre
Vernon, British Columbia
“... a Really Big Shopping Bag”
Carlingwood Shopping Centre
Ottawa, Ontario
Management Company: Bentall Kennedy (Canada) LP
Owner: OPTrust Retail Inc.
Management Company: 20 Vic Management Inc.
Owner: Ontario Pension Board
POP for P!NK used the popularity and social space alliance of the
artist P!NK and her sold-out concert in Vancouver to drive Facebook
fans, eclub membership, sales and loyalty to Village Green Centre in
the missing age demographic of 25–49. P!NK fans hoping to get a
chance to win tickets and a PINK Pandora Shopping-themed bracelet
drove Facebook likes by 127%, eclub membership by 21.5%, CRU sales by
8% and a younger audience began to enjoy the offerings of the Centre.
ICSC CANADIAN SHOPPING CENTRE AWARDS
Carlingwood launched a sweepstakes to win a Mazda 3 car that linked
shopper’s purchases with ballot entries. A multi-channel advertising
plan that consisted of paid advertising, earned media and social
engagement reached an extended audience in the primary and
secondary trade areas with over 2,500,000 impressions that exceeded
the goal by almost 30%. Ballots totaled an estimated 6,700 as the
sweepstakes ignited sales. Same-store sales for women’s apparel
jumped +7.36% and the footwear category spiked +19.7%; well ahead of
the desired +5% sales objective.
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2014 AWARD WINNERS