sales promotion & events
THE MEDIA MIX
Print: A mix of paid (nine) and complimentary (10) banner ads and front-
page banner ads were scheduled on the release date of each new destination.
Radio: Forty-six 30-second commercials were scheduled around the release
date of each new destination.
Social: daily posts, carousel, poll ads, and boosting on release dates
Social: secondary contesting via Facebook Timeline and Instagram
•The Facebook timeline contest (six) focused on luggage and invited social
users to comment on a post and enter to win a dream vacation or an
overnight stay with a friend.
• The Instagram contest (six) encouraged followers to share their favorite
vacation photo via Instagram using the #hillsidedreambig hashtag for a
chance to win a C$50 (US$38.75) Hillside Centre gift card.
Promotional materials: door signs, floor decals, food court table ads
THE BOTTOM LINE
DREAM BIG,
DO BETTER
Item
Cost (US$)
$11,561
Grand Prize
Advertising Agency
$7,526
$6,715
Print
$3,893
Radio
Black Tie Travel Agency $1,927
Total
Item
Print Materials
Social Media
Secondary Prizing
E-blast Newsletter
Miscellaneous
Hillside Centre revisits its previous campaign and Bucket List contest THE IMPACT (July/August 2018, YOY)
As a response to the recent closing of a major anchor, Hillside Centre
(Victoria, Canada) re-introduced its “What’s on Your Bucket List?”
campaign from 2016. To transform the question, marketing director,
Michele Paget and her team changed the name of the two-year old campaign
to “Win a $15,000 Dream Vacation” and revised the terms and conditions of
the contest. Up for grabs: Five dream vacation destinations and cash offer to
build a personalized experience.
Every 10 to 12 days, the center’s marketing team revealed a vacation
destination, sharing details in-center and online to generate interest and
give customers a reason to check back regularly in both places. Although
the campaign was promoted via social channels, customers could only enter
the contest by making a trip to the center and visit the display.
Delivered between June 29 and September 4, the campaign aimed to drive
traffic to the north wing of the center, where an old anchor once stood, as
well as increase Facebook engagement and attract new Instagram followers. Number of contest entries submitted in eight weeks: 9,161
Number of new e-mail subscribers: 3,668
THE PRIZES
Total prize value: C$15,000 (approx. US$11,505)
The vacation destinations:
• Attending the 2018 Wimbledon tennis tournament
• A cultural tour of Paris, France
• A South Africa & Safari adventure
• A Disney Cruise
• A Mediterranean Cruise
A cash prize of C$10,000 (approx. US
$7,670) to build a dream vacation.
PAGE : 10
Cost (US$
$1,776
$1,758
$694
$524
$119
$36,493
Traffic held steady in comparison to July/August 2017 when the shopping
center had an additional anchor.
Retail sales increased by 1%.
Social referral traffic to the Hillside website: +243%
Facebook likes: +28%
Facebook reach: +21%
Facebook engagement: +12%
Facebook organic impressions: +10%
Instagram followers: +18%
Instagram contest: 103 photos were shared using the #hillsidedreambig hashtag.