SILVER
Company SILVER
Toronto Eaton Centre: Olympics Toronto Eaton Centre Toronto, Ontario
Management Company / Owner: Cadillac Fairview Corporation Limited
With 89 % of Canadians set to watch the Sochi 2014 Olympic Games, Toronto Eaton Centre( TEC) was tasked with developing an interactive event series that could capitalise on the excitement. Through the development of strategic partnerships, TEC was able to launch an innovative program, CBC Olympic Viewing Lounges at Toronto Eaton Centre. The campaign achieved and exceeded campaign objectives, while promoting patriotism within the downtown Toronto community.
GOLD
Catch the Spirit Bentall Kennedy( Canada) LP Mississauga, Ontario
Bentall Kennedy’ s“ Catch the Spirit” campaign featured a multipronged approach to communication with a customised microsite www. catchthespirit. ca. The site included holiday-themed components from customised digital colouring pages, to“ ask an expert” blogger forum; the“ spirit” spread fast. A custom-built, interactive video game added a fun precursor to enter to win 2 grand-prize packages of $ 10,000 in gift cards and $ 2,500 for the winner’ s charity. The campaign enhanced the company’ s digital footprint as well as centre performance. The Catch the Spirit campaign garnered over 287.8 million impressions in publicity.
PUBLIC RELATIONS
Centres 150,000 to 400,000 sq. ft. of total retail space SILVER
50 Years of Style Yorkdale Shopping Centre Toronto, Ontario
Management Company: Oxford Properties Group Owner: AIMCo and Oxford Properties Group
To celebrate its 50 years of style and announce a $ 331 million expansion, Yorkdale launched a multi-channel marketing campaign featuring international supermodel Coco Rocha. The centre commissioned Bryan Adam, to capture portraits of nine Toronto Style Makers, which were revealed during an anniversary VIP reception. Its CN Tower was lit gold, a sell-out commemorative retailer merchandise collection debuted, and a Throwback Thursday social media campaign engaged conversation. In total, 72.1 million gross impressions of paid media and publicity coverage were delivered, and sales grew by + 10 %.
The Art of Style 2 Complexe Les Ailes Montreal, Québec
Management Company / Owner: Ivanhoé Cambridge
Complexe Les Ailes“ Art of Style 2” campaign was a spectacular cultural exhibition that was presented in the atrium to revitalise the centre’ s battered image. Emerging modern artists competed for a $ 5,000 prize, by creating original works of art that celebrated the fusion of art and fashion. Art of Style 2 drove 3 million + media impressions, valued at over $ 201,000. Drawn to view the exhibition, traffic increased + 4.3 %, spurring sales increases: September + 3.25 % and October + 4.31 %.
ICSC CANADIAN SHOPPING CENTRE AWARDS | 21 | 2014 AWARD WINNERS