MARKETING
CAUSE RELATED MARKETING GOLD
Centres 750,001 to 1,000,000 sq. ft. of total retail space
CAUSE RELATED MARKETING SILVER
Centres 750,001 to 1,000,000 sq. ft. of total retail space
# live2see20 Pickering Town Centre Pickering, Ontario
Owner: Ontario Pension Board Management Company: 20 VIC Management Inc.
Alarmed by shocking survey results that teens were engaging in the risky and dangerous behavior of texting while driving, Pickering Town Centre launched a powerful awareness and educational program targeted to teens. Dramatically titled # live2see20, the campaign positively influenced 817 local teens to sign a pledge NOT to text + drive. Their other unique initiatives included an educational Teen Lounge that attracted 1,410 teen visits over the March Break, a popular contest with an educational twist, and a driving + texting obstacle course in the centre’ s parking lot. In total, 1,000 educational cards were distributed, the powerful 30-second PSA received 21,188 views and a total of 12,076,318 media impressions were achieved.
Eco-Design Challenge Southgate Centre Edmonton, Alberta
Owner: Ivanhoé Cambridge Inc. and OPB Management Company: Ivanhoé Cambridge Inc.
With a desire to spotlight Edmonton’ s emerging fashion and design talent, Southgate Centre, in an unprecedented partnership with the University of Alberta, hosted the Eco-Design Challenge. Thirteen groups of talented students created outfits from pre-selected recycled and sustainable materials that were showcased in a runway show and displayed in Centre Court. Over 8,676 votes were cast by shoppers to determine the winning group that won a $ 5,000 educational bursary. Mall traffic during the activation increased by 3 %. Online engagement proved impressive as well with a 42 % growth in website visitors and a 35 % surge in followers across Southgate’ s social media platforms. Southgate’ s fashion positioning and environmental leadership was enriched with over 315,828 gross impressions of PR that included over 18 minutes of TV coverage.
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