MARKETING
ADVERTISING
ADVERTISING
SILVER
GOLD
Centres 400,001 to 750,000 sq. ft.
of total retail space
Centres more than 1.000,001 sq. ft.
of total retail space
#CelebrateYou
Uptown
Victoria, British Columbia
Yours GTC
Guildford Town Centre
Surrey, British Columbia
Owner: Greystone
Management Company: Morguard Investments
Owner/Management Company:
Ivanhoé Cambridge Inc.
#CelebrateYou was Uptown’s “positive message”
mutimedia advertising campaign that achieved the
centre’s business objectives of increased sales, while
giving back to society and celebrating the unique
qualities in each of us. Acquiring over 11.6 million
impressions, #CelebrateYou gave compliments
to customers such as “You Are Amazing”, “You
Deserve A High Five”, “You Are Inspiring”, then
asked customers to share what they loved about
themselves. In addition, 200 kits containing basic
necessities were donated from the program to a
local emergency women’s shelter. The campaign
successfully reminded customers that everyone
is amazing and made a positive, socially aware
connection with the centre.
Following a highly successful expansion opening,
Guildford Town Centre sought to maintain
momentum and solidify its position as Fraser Valley’s
most dominant retail centre. By evolving its newly
launched “Yours” campaign, the centre enlisted a
powerful multimedia traditional and digital media
buy, carried to over 60 touch points. Top of mind
awareness was achieved with 276 million impressions
that delivered an impressive advertising recall of 58%.
The centre’s media was further amplified with almost
$810,000 of cost savings and bonuses. Website
traffic grew by +21% and GTC Rewards active
members have skyrocketed by +949%. Total sales
increased by +19% while traffic climbed by +6%.
4