COMMUNITY RELATIONS
FEELING
LUCKY?
Canada’s North Hill Centre (NHC) went for the
tried and true when it came time to develop its
holiday program last year, then it added a dash
of excitement.
“What we knew was that people in Calgary
really wanted to win Calgary Flames hockey
season tickets and that they loved to meet
the players and celebrities,” said Paula Lee,
marketing director of retail services for Bentall
Kennedy (Canada) LP.
“In the past, we viewed these as separate
events and in 2011, we combined our efforts for
one event and set our objectives for November
and December, namely to increase sales per
square foot by four percent, receive $150,000
in publicity and subsidize the marketing budget
S
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S L A P S H O T S
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t s
s
a
AND
SEASON TICKETS
C E L E B R I T Y
C
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AND
C Y S T I C
AND
C H R I S T M A S
2 0 1 1
G I F T
G U I D E
N O RT H H I L L CE N T RE . CO M
1 6 3 2 – 1 4 AVENUE NW, CAL GARY, AL BER TA (4 0 3 ) 2 8 9 2 5 16
while in-kind donations, which comprised of
appearances by Jann Arden and Calgary Flames
players, as well as prizes, sponsorships and
more than 40 Cystic Fibrosis Canada (CF)
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t
s
volunteers donating 160 hours, totaled $110,000.
CF’s contribution helped to raise over $10,000
for the organization.
S L A P S H
P S H O T S
A
A
CON VE N I E N CE
by $50,000 in added value through partners.”
On November 15, NHC launched its Calgary
Flames Season Ticket Giveaway, attracting 6,322
participants who completed their in-mall ballots
(13 percent of them joined the center’s e-club) and
another 382 who signed up for the contest online.
The prospect of winning the tickets and
receiving them from Canadian recording artist
and international star Jann Arden was all the
incentive that shoppers needed to flock to the
center. Once they got there, the retailers were
waiting with gift-ready merchandise, services and
promotions of their own, enough to drive holiday
sales up nearly 13 percent.
There were a few other gains, too. Publicity
more than tripled year-on-year to reach $171,500,
C E L E B R I T Y
C
C E L E B R AT I O N
NHC WANTS TO GIVE YOU AND A FRIEND THE OPPORTUNITY TO
ENTER TO WIN
S L A P S H O T S
F I B R O S I S
CALGARY FLAMES 2012/2013 SEASON TICKETS
CONTEST RUNS NOV. 15 – DEC. 10, 2011
s e a t s
JOIN JANN ARdEN
AS SHE wRApS GIFTS FOR
CYSTIC FIBROSIS
SECTION 225, ROW 15, SEATS 22 & 23
MEDIA MIX
BALLOT BOX OUTSIDE FANATTIC, TICKET DRAW SATURDAY, D T2