SILVER
Centres 750,000 to 1,000,000 sq. ft. of total retail space GOLD
Behind Closed Doors Lansdowne Place Peterborough, Ontario
Management Company: 20 VIC Management Inc. Owner: HOOPP
Lansdowne secured approval from a Winnipeg mall to execute a branded“ Behind Closed Doors” event. Their multi-channel advertising campaign delivered over 1 million gross media impressions and partnerships with 3 radio stations contributed 29 % of added value to the marketing budget. Over 3,600 people showed up to shop the one-ofa-kind, one-night-only, back-to-school store specials. September sales volume increased an incredible 10.9 %, exceeding the goal by over 50 %!
GOLD
Rock That Coat Coquitlam Centre Coquitlam, British Columbia
Management Company: Morguard Owner: Pensionfund Realty Limited
Coquitlam Centre launched a multi-channel campaign titled,“ Rock That Coat.” They opened a Pop-Up Shop stocked with the latest coats, jackets and accessories, executed an in-mall and fan-gated Facebook contest, collected gently used outerwear for Dress for Success Vancouver and produced four style videos. Their campaign stimulated a whopping 67,500 shopper engagements and over 7,000 entries into their two contests. They collected 179 coats, increased their Facebook“ likes” by over 1,200 and best of all, increased participating retailers sales by + 5.2 % and shopper traffic by 9.6 %.
SILVER
Spring Style Find Westshore Town Centre Victoria, British Columbia
Management Company: Bentall Kennedy( Canada) LP Owner: bcIMC Realty Corporation
Westshore Town Centre launched Spring Style Find, an in-mall and online interactive gaming experience. This cross-platform concept meshed the iconic Price is Right with the idea of having customers guess the correct prices of products from the Centre. Spring Style Find was a real winner with a 6.95 % increase in sales, an additional 25,000 shopping minutes and an estimated 8,900 store visits to search out correct prices and an average store visit per shopping trip that increased from 1.5 stores to 4.9!
Get The Black Carpet Treatment Erin Mills Town Centre Mississauga, Ontario
Management Company: 20 VIC Management Inc. Owner: OPB
Erin Mills Town Centre focused on delivering an unmatched and unrivaled shopping experience by inviting shoppers to“ Get The Black Carpet Treatment.” With an exciting shopping atmosphere, the event featured a Black Carpet theme including a $ 1,000 Shopping Spree, a VIP Black Carpet Lounge, mini massages, mocktails, hors d’ oeuvres, chocolate fountains and swag bags. Sales and traffic exceeded expectations realizing a 73 % sales increase over the previous year’ s Black Friday event.
ICSC CANADIAN SHOPPING CENTRE AWARDS | 17 | 2014 AWARD WINNERS