SILVER
SILVER
KidsPlay at Kingsway
Kingsway Mall
Edmonton, Alberta
PROMdale
Yorkdale Shopping Centre
Toronto, Ontario
Management Company/Owner: Oxford Properties Group
Management Company: Oxford Properties Group
Owner: AIMCo and Oxford Properties Group
Kingsway Mall created KidsPlay at Kingsway, a free membership
program featuring fun and educational activities appealing to moms
and kids aged 3–5 years. A high-profile launch event featured celebrity
mommy blogger, Erica Ehm. A media tour gained 24 minutes and
155.07 column inches of earned coverage and captured the attention of
Edmonton and area moms. KidsPlay at Kingsway successfully increased
sales in the children’s fashions category by 17%. The inaugural KidsPlay
at Kingsway activity had 101 participants, four times our goal.
Yorkdale positioned itself as Toronto’s ultimate prom destination with
PROMdale. The centre launched a multi-faceted sales initiative that
engaged an estimated 94,000 shoppers both in-mall and online,
provided free one-on-one prom style consultations to 3,300 shoppers
and offered contests that received over 11,200 entries. A specially
designed microsite logged 30,000 visits, while awareness of Yorkdale
among prom-goers was heightened with a targeted traditional and
digital media campaign that delivered 15.5 million gross impressions.
PROMdale was a “glam-slam” for Yorkdale’s 50 participating fashion,
footwear, accessories and beauty retailers who posted a +20%
combined sales increase!
Centres more than 1,000,000 sq. ft. of total retail space
GOLD
Joint Centre
SILVER
Black Friday
Metropolis at Metrotown
Burnaby, British Columbia
Throwaway Thursday-Make Room for Black Friday
24 Ivanhoé Cambridge Properties
Management Company/Owner: Ivanhoé Cambridge
Metropolis at Metrotown launched their first-ever Black Friday sales
event. Top-of-mind awareness was generated through a combination
of media and publicity that delivered over 34 million gross
impressions and 38 hits of PR coverage. Over 600 early bird shoppers
were enticed through a “Mystery Gift Card Giveaway” and “Gift Card
Flash Sale” that generated over $215,00 in sales. In total 107,000
shoppers visited the centre on Black Friday making it the centre’s
second busiest day of 2013!
ICSC CANADIAN SHOPPING CENTRE AWARDS
Ivanhoé Cambridge launched “Throwaway Thursday” to activate
shoppers to “Make Room for Black Friday” purchases by cleaning out
their closets the day before their major sales event. They produced a
comprehensive Instructional Package and master creative files, which
could be easily downloaded, and participating properties customised
the program with exciting social media contests which increased their
fan bases by over 17,000 “likes”. Their program broke through the
overwhelming Black Friday advertising clutter with 49.5 million gross
impressions; they collected over 19,000 lbs of gently used clothing for
their charity partner “Clothesline.”
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2014 AWARD WINNERS