Centres 400,000 to 750,000 sq. ft. of total retail space
GOLD
SILVER
Let Your Shopper Out
Dixie Outlet Mall
Mississauga, Ontario
As we ‘R’
Centre Les Rivières
Trois-Rivières, Québec
Management Company/Owner: Ivanhoé Cambridge
Dixie Outlet Mall is the ultimate shopping experience for deal hunters –
a mall full of distinct pieces at great prices where customers can really
“Let Their Shopper Out”. Newly rebranded, Dixie was in need of a spring
campaign that would challenge traditional mall advertising standards
and make shoppers take notice. Armed with hunting accessories,
backhanded apologies and training videos, Dixie Outlet Mall executed a
multi-media campaign garnering over 22 million impressions!
Management Company/Owner: Ivanhoé Cambridge
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 2,280 weekly GRPs. Research conducted
post-launch revealed that the new logo had achieved 58% recall.
SILVER
SILVER
Fashion in the Fast Lane
Place Ste-Foy
Québec, Québec
Rock. Your. Style.
Cornwall Centre
Regina, Saskatchewan
Management Company/Owner: Ivanhoé Cambridge
Place Ste-Foy partnered with Mercedes, Le Germain Hotel and the
Montreal Places des Arts. In exchange for financial contributions
and contest prizing, partners received prominent exposure in PSF’s
spring campaign. Integrated multi-channeled messaging, featuring 8
fashion videos and a Trends Guide, saw “Fashion in the Fast Lane”
shift sales into high gear! The campaign achieved over 16 million
impressions and partnerships drove $24,430 in cash and prizes,
enhancing the budget +12.7%.
Management Company: 20 Vic Management Inc.
Owner: Kingsett Capital & OPB
Cornwall Centre “Rock. Your. Style..” campaign incorporated a
professional photo shoot with aspirational, fashion-forward imagery.
Models imitated famous musical icons while “Rocking. Their. Style.”
There was a combination of a mix of print ads, outdoor billboards, inmall digital advertising and sponsorship to drive 8.1 million advertising
impressions. The successful promotion increased traffic 13.5% in April
and increased sales an impressive 16% in April and 11% in May.
ICSC CANADIAN SHOPPING CENTRE AWARDS
| 4 |
2014 AWARD WINNERS