Yusef Ramelize Portfolio | Page 12

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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