SILVER
GOLD
Battery Totem
Montreal Eaton Centre
Montreal, Québec
Zip Over Uptown
Uptown
Victoria, British Columbia
Management Company/Owner: Ivanhoé Cambridge
Management Company: Morguard
Owner: Greystone Managed Investments Inc
To coincide with Earth Day, Montreal Eaton Centre introduced a
new battery recycling program and commissioned environmental
trailblazer Peter Gibson to create a high impact in-mall sculpture of
totem poles resembling stacks of batteries. Battery Totems received
exceptional media coverage — 18,5 million impressions with an
editorial value of over $512,000. Drawn to MEC to view the exhibit,
traffic increased 3% during April/May. In the first year, 2,800 pounds
of batteries have been recovered.
In 2013, Uptown launched the first Urban Zipline on Vancouver Island
as a fundraising tool to raise money for a baby whose Mother passed
away once he was born. The Centre worked closely with local media
to acquire mass awareness of this exciting Spring Break activity and
to help the family in need. Over 1.6 million gross publicity impressions
were achieved with a value of over $150,000 and an ROI of 334%! An
estimated 4,700 customers rode the Zipline and nearly $23,000 was
raised for Baby Iver.
Centres 400,000 to 750,000 sq. ft. of total retail space
Centres 750,000 to 1,000,000 sq. ft. of total retail space
SILVER
SILVER
Marlborough’s Media Pursuit
Marlborough Mall
Calgary, Alberta
EMTC Transformation “Better Not Bigger”
Erin Mills Town Centre
Mississauga, Ontario
Management Company: 20 Vic Management Inc.
Owner: HOOPP Realty Inc.
Management Company: 20 VIC Management Inc.
Owner: OPB
Marlborough Mall wanted to take a proactive approach and truly
embrace the power of publicity. By working with PR experts, advanced
media training and improved media relations, Marlborough Mall
achieved a positive new media and public profile. The integrated PR
program drove an incredible 9.6 million gross impressions of publicity
coverage (57 total stories) and influenced the community to shop with
a 2% sales volume increase from March 2013 – April 2014.
ICSC CANADIAN SHOPPING CENTRE AWARDS
Erin Mills Town Centre was approaching its 25th year anniversary
and announced that the centre would undergo an exciting $100
million redevelopment. The challenge became how to “stand out from
the crowd” and glean media attention. “Better not Bigger” was the
message. With improved sightlines, an iconic glass sphere piercing
through the roof into the central court area, an awe-inspiring infinity
pool and contemporary seating it would become THE PLACE to meet,
greet and be entertained.
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2014 AWARD WINNERS