MARKETING
PUBLIC RELATIONS
PUBLIC RELATIONS
SILVER
GOLD
Centres 400,001 to 750,000 sq. ft.
of total retail space
Centres 150,001 to 400,000 sq. ft.
of total retail space
Pet Patrol
Mic Mac Mall
Dartmouth, Nova Scotia
Escape the City Grand Opening – Putting the
Public in PR
Outlet Collection at Niagara
Niagara-On-The-Lake, Ontario
Owner/Management Company: Ivanhoé
Cambridge Inc.
With an unprecedented number of pets reported
being left in hot vehicles and one at Mic Mac Mall,
prompted the centre to immediately take action and
launch a pro-active pet safety campaign to shift the
conversation. The centre’s implemented the “Pet
Patrol” team that patrolled the centre’s parking lot
throughout the summer for less than $5,000. To
heighten public awareness, the centre used its social
media channels and had one of its Facebook posts
go viral. The initiative delivered an impressive 5.7
million gross impressions of unpaid media coverage
while enhancing the centre’s community profile and
ensuring zero pet fatalities.
Owner: Ivanhoé Cambridge Inc.
Management Company: Ivanhoé Cambridge Inc.
To generate mass awareness across a vast
geographical area, Outlet Collection at Niagara’s
initiatives included a career exhibition, a media
hard hat preview, a splashy opening reception and
strategic lobbying of tour companies. The multi
pronged approach generated substantial positive
publicity in all targeted markets, earning 10 times the
exposure realized through the advertising campaign,
and garnering 247 million impressions and more than
760 positive stories in top-tier media.
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