MARKETING
MULTI CHANNEL MARKETING GOLD
Centres 400,001 to 750,000 sq. ft. of total retail space
MULTI CHANNEL MARKETING SILVER
Centres 400,001 to 750,000 sq. ft. of total retail space
Shop Happy Kildonan Place Winnipeg, Manitoba
Owner: H & R REIT / Montez Income Properties Management Company: Primaris Management Inc.
Faced with declining traffic and intense competition, Kildonan Place undertook qualitative research that provided the strategic foundation for its dynamic, new“ Shop Happy” multi-channel marketing campaign. To enhance its customer experience and differentiate itself, the centre hosted 12“ Happy Days” that celebrated quirky, little known holidays like Lost Socks Day and National Hot Dog Day. The centre successfully engaged 6,000 shoppers, raised $ 3,500 for 12 community partners, boosted participating retailers’ sales by 4 % to 48 % and sustained traffic. Exclusively promoted via social media and internal media, the centre grew engagement on its digital channels to garner over 10 million impressions.
Chinese New Year Spring Lunar Festival 2015 Oakridge Centre Vancouver, British Columbia
Owner / Management Company: Ivanhoé Cambridge Inc.
Oakridge Centre has celebrated The Lunar Festival for over a decade, with a Lion Dance performance and blessing of the merchants’ stores. This long-time community tradition draws visitors to the shopping centre to experience this cultural celebration. With the growing population of Asians to Vancouver, and specifically the higher-spending mainland Chinese demographic, Oakridge Centre saw an opportunity to create a niche in the market and“ own” this holiday period, by using a multi-channel approach to build awareness and drive traffic and sales to the centre.
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