Yusef Ramelize Portfolio | Page 21

SILVER
Company SILVER
Toronto Eaton Centre : Olympics Toronto Eaton Centre Toronto , Ontario
Management Company / Owner : Cadillac Fairview Corporation Limited
With 89 % of Canadians set to watch the Sochi 2014 Olympic Games , Toronto Eaton Centre ( TEC ) was tasked with developing an interactive event series that could capitalise on the excitement . Through the development of strategic partnerships , TEC was able to launch an innovative program , CBC Olympic Viewing Lounges at Toronto Eaton Centre . The campaign achieved and exceeded campaign objectives , while promoting patriotism within the downtown Toronto community .
GOLD
Catch the Spirit Bentall Kennedy ( Canada ) LP Mississauga , Ontario
Bentall Kennedy ’ s “ Catch the Spirit ” campaign featured a multipronged approach to communication with a customised microsite www . catchthespirit . ca . The site included holiday-themed components from customised digital colouring pages , to “ ask an expert ” blogger forum ; the “ spirit ” spread fast . A custom-built , interactive video game added a fun precursor to enter to win 2 grand-prize packages of $ 10,000 in gift cards and $ 2,500 for the winner ’ s charity . The campaign enhanced the company ’ s digital footprint as well as centre performance . The Catch the Spirit campaign garnered over 287.8 million impressions in publicity .
PUBLIC RELATIONS
Centres 150,000 to 400,000 sq . ft . of total retail space SILVER
50 Years of Style Yorkdale Shopping Centre Toronto , Ontario
Management Company : Oxford Properties Group Owner : AIMCo and Oxford Properties Group
To celebrate its 50 years of style and announce a $ 331 million expansion , Yorkdale launched a multi-channel marketing campaign featuring international supermodel Coco Rocha . The centre commissioned Bryan Adam , to capture portraits of nine Toronto Style Makers , which were revealed during an anniversary VIP reception . Its CN Tower was lit gold , a sell-out commemorative retailer merchandise collection debuted , and a Throwback Thursday social media campaign engaged conversation . In total , 72.1 million gross impressions of paid media and publicity coverage were delivered , and sales grew by + 10 %.
The Art of Style 2 Complexe Les Ailes Montreal , Québec
Management Company / Owner : Ivanhoé Cambridge
Complexe Les Ailes “ Art of Style 2 ” campaign was a spectacular cultural exhibition that was presented in the atrium to revitalise the centre ’ s battered image . Emerging modern artists competed for a $ 5,000 prize , by creating original works of art that celebrated the fusion of art and fashion . Art of Style 2 drove 3 million + media impressions , valued at over $ 201,000 . Drawn to view the exhibition , traffic increased + 4.3 %, spurring sales increases : September + 3.25 % and October + 4.31 %.
ICSC CANADIAN SHOPPING CENTRE AWARDS | 21 | 2014 AWARD WINNERS