GOLD
MULTI-CHANNEL MARKETING
Centres 400,000 to 750,000 sq. ft. of total retail space
SILVER
Voice of Fashion
Halifax Shopping Centre
Halifax, Nova Scotia
Management Company: 20 Vic Management Inc.
Owner: OPB Realty
Pink in the Rink
Cataraqui Centre
Kingston, Ontario
Halifax Shopping Centre’s new brand campaign and tagline “Define
Yourself” permeated all marketing channels and supported HSC’s
desired “voice of fashion” brand positioning. A multi-channel
marketing approach across five equally weighted advertising
elements successfully repositioned the Centre as a trusted voice of
fashion. Traditional ads drove 6 million gross impressions, bloggers
partnerships earned 125,000 media impressions, average monthly
website visits increased by 10,000, social media engagement
grew 68.5% on average, e-mail subscribers increased 30% and the
new fashion app received over 1,700 downloads by December 31,
exceeding the goal.
Management Company: Primaris Management Inc.
Owner: H&R Reit
Cataraqui Centre established a multi-channel partnership with
the Kingston Frontenac hockey team. “Pink in the Rink” contains
pink rink boards, a branded entertainment stage and their logo
was prominently featured on the pink warm-up jerseys worn by
the players. They engaged their hockey-loving customers through
a Corporate Hockey Night, sponsored in-stand Trivia, a Facebook
contest and hosted two exclusive in-mall engagements and the
team’s Pop-Up Store. Cataraqui Centre stimulated over 53,600 fans
engagements, generated 1 million gross impressions, achieved an ROI
of +441% and increased traffic by +7%.
Centres more than 1,000,000 sq. ft. of total retail space
SILVER
SILVER
Nail Art
Metropolis at Metrotown
Burnaby, British Columbia
As we ‘R’
Centre Les Rivières
Trois-Rivières, Québec
Management Company/Owner: Ivanhoé Cambridge
Management Company/Owner: Ivanhoé Cambridge
Metropolis at Metrotown was inspired to use a fun theme as the
platform of their multi-channel marketing campaign. A vibrant seasonal
brand campaign delivered 27.5 million gross impressions while the
centre hosted Nail Art Workshops. Their GET POLISHED Nail Art
Facebook Contest logged over 7,900 votes and increased fans by +5%.
Metropolis “nailed it” with healthy sales increases across the Health &
Beauty, Fashion Accessories and Specialty apparel categories..
Les Rivières’ management team embarked on a major rebranding
campaign, they stylised “R,” from “Rivières,” into their new logo. There
was multi-media branding, and two dynamic digitally-based contests
established a special connection with residents, driving exceptional
visibility and 100% market penetration. The campaign generated over
19.8 million impressions and 2,200 weekly GRPs. Research conducted
post-launch revealed that the new logo had achieved 58% recall.
ICSC CANADIAN SHOPPING CENTRE AWARDS
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2014 AWARD WINNERS