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2010 Winners

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2010 Winners ICSC CANADIAN SHOPPING CENTRE AWARDS 2010 WINNERS award categories Marketing The ICSC Canadian Advertising: Strategic communications that advertise a shopping centre or company to its target market(s). Shopping Centre Awards are designed Business To Business (B2B): Marketing efforts and initiatives originating from a shopping centre or company and directed to a business audience rather than consumer, such to honour the shopping as retailer or retailers, trade group, investment community, or other targeted commercial centre industry’s most interests. cutting-edge properties, Customer Service Experience: a strategic service or initiative designed to benefit innovative solutions consumers, employees, suppliers, shareholders or communities, and demonstrates and creative responses exceptional standards. to market trends, as Category Integration: This category is intended to showcase major programs or well as outstanding campaigns that are too complex or comprehensive to fit within a single category. It examples of retail store defines “marketing” in very broad terms including elements of design, development, finance, leasing, management, and strategies covered in all of the other categories. design. The Awards bring information and Cause Related Marketing: A single or ongoing event, program or project that primarily benefits a charitable or community need, interest, or cause. insight to the entire industry on what it Grand Opening, Expansion & Renovation, Marketing Campaign: A comprehensive marketing campaign intended to introduce or reposition a new, expanded, or renovated takes to attain high shopping centre. levels of achievement. Public Relations: A planned public relations program or initiative intended to primarily benefit the commercial interests of a shopping centre or company. Revenue Impact: Programs and initiatives intended to generate revenue that directly enhances the net operating income (NO I) of a shopping centre or company. Sales Promotion and Events: Programs or events intended to directly impact retail sales and customer traffic. New Media: new for 2010, this category recognizes achievements in this area and the impact of digital strategic programs and plans on the shopping center industry; including websites, Online Branding, Social Media and Mobile Marketing to achieve brand and marketing communication goals for a shopping center or company. Visual Merchandising: Also new for 2010, this category recognizes how visual merchandising contributes to the success of the shopping center. Projects in this category include merchandising of kiosks, retail merchandising units, temporary in-line space and merchandising vacant store windows. Development/Design Entries in this category may be for a project involving an entire shopping centre (Innovative Design and Construction of a New Centre) or an enclosure or single facet of a centre such as an addition (Renovation or Expansion of an Existing Centre). Retail Store Design This category is to recognize how professional store design contributes to the success of the retail industry. Visit ICSC’s Global Awards Gallery at www.icsc.org/awardswebgallery to view complete details of the winning entries. 3 Advertising Centres between 150,001 and 400,000 sq. ft. of total retail space Follow That Bobcat! Carrefour Frontenac, Thetford Mines, Quebec Owner/Management Company: Ivanhoe Cambridge Professional Recognition Louise Ferland, Administrative Coordinator, Carerfour Frontenac/Ivanhoe Cambridge Sylvie Perron, General Manager, CSM, Carrefour Frontenac/Ivanhoe Cambridge Marlène Théberge, Director, Regional Marketing, Carrefour Frontenac/Ivanhoe Cambridge Johanne Leclerc, Regional Director, Operations, Carrefour Frontenac/Ivanhoe Cambridge To celebrate its 35th anniversary, Carrefour Frontenac wanted to do something special that would be memorable and promote awareness. The original campaign in 1974 featured the Mercury Bobcat prominently. Therefore, to commemorate this occasion, we decided to do the same thing. The Bobcat was used to promote Carrefour Frontenac, and everywhere people congregated, from church picnics to garage sales to parades, the Bobcat would show up to give away prizes and endorse the shopping centre. After being driven to events across the region, the Bobcat was retired and auctioned off with the proceeds going to a local hospital. Advertising Centres between 150,001 and 400,000 sq. ft. of total retail space The Thrill of The Hunt Windsor Crossing, LaSalle, Ontario Owner: OP Trust Retail Inc. Management Company: Bentall LP Professional Recognition Colleen Gosnell, General Manager, Windsor Crossing, Bentall LP Blair Gagne, Promotion Coordinator, Windsor Crossing, Bentall LP Domenic Imbesi, Regional Director, Marketing, Retail Services, Bentall LP Stephen J Michniewicz, P Operations, Eastern Canada, Bentall LP Advertising Agency, Hargreaves Stewart As Windsor Crossing’s10th anniversary approached, consumer awareness was low. “The Thrill of the Hunt” campaign was developed to maximize marketing efforts and shift creative direction. The unique selling proposition included imagery that evoked comical situations, guaranteeing lasting impressions. The result was an intriguing campaign that caught attention, broke through clutter, and increased unaided awareness by 12%, advertising recall by 8% and our unique website impressions by 19%. Advertising Centres between 400,001 and 750,000 sq. ft. of total retail space Take Home Something Special this Holiday Season Sevenoaks Shopping Centre, Abbotsford, British Columbia Owner: Greystone and General Motors Management Company: Morguard Investments Limited Professional Recognition Kristy Lowes, Marketing Director (2008-2010), Sevenoaks Shopping Centre Cindy Papa, President, Mingle Marketing Trish Neufeld, Marketing Coordinator, Sevenoaks Shopping Centre Jocelyn Fortier, Creative Director, Jocelyn Fortier Creative Michelle Lalonde, Marketing Director (Present) Sevenoaks Shopping Centre Sevenoaks Shopping Centre implemented the “Take Home Something Special this Holiday Season” campaign to target customers who were shopping at competing centres. The holiday campaign highlighted gift ideas while creating an emotional impact. To draw consumers to the centre, several methods were executed including print, outdoor and web advertising and a community-based fundraising event which included a promotional packet. The campaign reminded consumers that Sevenoaks had the gifts and products to make the holidays special and that there was no need to venture to distant centres. 4 ICSC CANADIAN SHOPPING CENTRE AWARDS Advertising Centres between 400,001 and 750,000 sq. ft. of total retail space “Every Visit Tells A New Story” Shops at Don Mills, Toronto, Ontario Owner/Management Company: The Cadillac Fairview Corporation Limited Professional Recognition Wendy Greenwood, Director of Marketing, Ontario Portfolio, The Cadillac Fairview Corporation Limited Alan Gomez, Marketing Director, The Cadillac Fairview Corporation Limited Alexandra Whyte, General Manager, The Cadillac Fairview Corporation Jamie Harkins, Marketing Coordinator, The Cadillac Fairview Corporation John Massey, VP National Leasing The Cadillac Fairview Corporation On April 22, 2009, the Shops at Don Mills made Canadian retail history with its debut as Ontario’s first urban village. To promote it, a brand was needed that would reflect the unique one-of-a-kind experience the Centre would offer. The Centre launched “Every Visit Tells A New Story” campaign utilizing elegant black and white imagery that depicted its primary experiences — shop, dine and play — to convey its diverse offering. A multi-channel media mix included: 6 top performing radio stations, daily and community newsprint, magazines, billboards and transit shelters. Advertising Centres between 750,001 and 1,000,000 sq. ft. of total retail space Shop with a Good Friend Guildford Town Centre, Surrey, British Columbia Owner/Management Company: Ivanhoe Cambridge Professional Recognition Peggy White, CSM, General Manager, Guildford Town Centre/Ivanhoe Cambridge Julia Sangerloo, RPA Property Manager, Guildford Town Centre/Ivanhoe Cambridge Rosavel Scott, SCMD, Marketing Director, Guildford Town Centre/Ivanhoe Cambridge Belinda Davidson, SCMD, Director, Regional Marketing, Ivanhoe Cambridge Cohn Marketing, Cohn Marketing To better reach the Surrey, BC market, Guildford Town Centre redefined their brand position and led to the strategic development of a new creative platform. The “Shop with a Good Friend” campaign was developed to blend the diverse consumer base with the community’s rich heritage. To cultivate a closer connection with their community, they hosted a casting call that attracted 750 Surrey residents to star in the new advertisements. The multi-media campaign also utilized web, print ads, direct-mail and radio to generate 16 million gross impressions and minimize the Centre’s declining traffic. Business-to-Business Centres more than 1,000,000 sq. ft. of total retail space CrossIron Mills Career Fair CrossIron Mills, Rocky View, Alberta Owner/Management Company: Ivanhoe Cambridge Professional Recognition James Moller, General Manager, CrossIron Mills Nicole Boettcher, Assistant Marketing Director, CrossIron Mills Kelly Steward, Public & Community Relations Coordinator, CrossIron Mills Belinda Davidson, SCMD, Director, Regional Marketing, Ivanhoe Cambridge Panzano & Partners, Advertising Agency In 2009, CrossIron Mills would be the first enclosed shopping centre to be opened in Alberta in over 20 years and would
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