Centres 750,000 to 1,000,000 sq. ft. of total retail space
BUSINESS-TO-BUSINESS
GOLD
Centres 400,000 to 750,000 sq. ft. of total retail space
GOLD
Lego Mania
Southgate Centre
Edmonton, Alberta
The Perfect Match
Dufferin Mall
Toronto, Ontario
Management Company/Owner: Ivanhoé Cambridge
Owner: Ivanhoé Cambridge OPB
Management Company: Primaris Management Inc.
Owner: H&R REIT
Southgate had LEGO® characters star in this highly creative
campaign that chronicled their journey into the city. A multi-media
campaign combined out-of-home, newsprint, radio and in-mall
signage that generated over 11.7 million gross impressions. Southgate
capitalised on the reach of digital and social media channels to engage
over 784,000 users. The campaign was brought to life with a large
custom mural in which an estimated 3,500 shoppers help build. The
most successful grand opening was in North America exceeding other
openings by +55%.
Dufferin Mall was being passed up for larger regional centres.
Convinced the two brands were a “Perfect Match”, Dufferin Mall
launched a targeted campaign to the owner of Forever 21 that
demonstrated their indisputable compatibility. The campaign was
successful in motivating a personal visit to the Centre from Do Won
Chang who saw the vision and signed the deal. In the end, a good
gamble for Dufferin Mall.
Centres more than 1,000,000 sq. ft. of total retail space
CAUSE-RELATED MARKETING
GOLD
Centres 150,000 to 400,000 sq. ft. of total retail space
GOLD
I Want It All - Je veux tout
Les Galeries de la Capitale
Québec, Québec
Hazelton Lanes Arts Festival
Hazelton Lanes
Toronto, Ontario
Management Company: Oxford Properties Group
Owner: Oxford Properties Group/OMERS, CPPIB
Les Galeries de la Capitale made a new brand building campaign
designed to reach out to today’s modern woman with the tagline JE
VEUX TOUT- I WANT IT ALL. The new TV campaign adopted an artistic
style in the manner of a fashion short film. Strategically targeted
television shows, radio programming and other media delivered 21
million gross media impressions to women 25 – 54 and another 67
million to the extended trade areas. This campaign increased sales
every month for a +7.5% sales increase, significantly reversing the
sales decline!
ICSC CANADIAN SHOPPING CENTRE AWARDS
Management Company: First Capital
Management Services
Owner: First Capital Realty
The Hazelton Lanes Art Festival featured a stunning pop-up gallery
that showcased a juried exhibition of contemporary works by
22 emerging students. An estimated 54,000 shoppers visited the
“Unfolding the Oval Square” exhibit over the 10-day festival that
included lectures, musical performances and art workshops. The
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2014 AWARD WINNERS