1 | ICSC CANADIAN SHOPPING CENTRE AWARDS | FINALISTS CRE ATING SPACES LIVING THIS IS MY SHOPPING CENTRE CONGRATULATIONS TO THE 2015 ICSC AWARD WINNERS. Real estate is about more than buildings, it’s about how we live. D108332A_Master_8_5x11 17/09/15 IVANHOÉ CAMBRIDGE 140206099 Épreuve : 1 Page: 1 TYPE AREA Format 8,5” x 11” VISIBLE AREA Montage à 100% du format final CYAN Impression finale à 100 % Infographiste : ML MAGENTA ATTENTION — L’imprimeur doit effectuer le trapping selon ses propres specs. Rédaction Directeur Direction Service à Client Production Correction YELLOW de création artistique la clientèle d’épreuves BLACK CANADIAN SHOPPING CENTRE AWARD WINNERS 2015The ICSC Canadian Shopping Centre Awards Are Designed To Honour Our Industry’s Brightest And Best. The Awards Bring Information And Insight To The Entire Industry On What It Takes To Achieve High Levels Of Success. MARKETING ADVERTISING ADVERTISING SILVER SILVER Centres 400,001 to 750,000 sq. ft. Centres 400,001 to 750,000 sq. ft. of total retail space of total retail space A Rebooted Bower Place My New Wardrobe Bower Place Place Ste-Foy Red Deer, Alberta Québec, Québec Owner: bcIMC Realty Corporation Owner: Caisse de Dépôt et Placements Management Company: Bentall Kennedy du Québec Management Company: Ivanhoé Cambridge Inc. The Alberta economy was booming in 2013, and sales for Bower Place in Red Deer, Alberta were in In 2014, Place Ste-Foy added television to its media decline for the first time in three years, including a mix in both Spring and Fall to distinguish the centre 4% decrease in holiday sales. Bower Place regrouped and promote its upscale fashion positioning. Pre and and launched a new brand campaign to re-establish post research revealed: brand recall grew significantly its dominance. Their “pride of place” campaign from 60% to 67% and perception of PSF as fashion launched in September 2014 with a Fashion Boot leader grew from 29 to 38 points across all groups Camp engaging 4,341 shoppers. Their campaign regardless of fashion spend! The campaign was made a genuine connection with residents, delivering extended through newspaper and magazine and with 25,297,427 impressions, and successfully rebooted in-mall branding, and 611 bags of used clothes were their sales to an all-time high of $742 per sq. ft. They collected in support of a charitable clothing drive. also increased website traffic by +19.6 and E-Club Traffic: +2.04% in the Spring, +0.66% in the Fall. Sales subscribers by +229%. in 2014: +2.7% over 2013. 3 MARKETING ADVERTISING ADVERTISING SILVER GOLD Centres 400,001 to 750,000 sq. ft. Centres more than 1.000,001 sq. ft. of total retail space of total retail space #CelebrateYou Yours GTC Uptown Guildford Town Centre Victoria, British Columbia Surrey, British Columbia Owner: Greystone Owner/Management Company: Management Company: Morguard Investments Ivanhoé Cambridge Inc. #CelebrateYou was Uptown’s “positive message” Following a highly successful expansion opening, mutimedia advertising campaign that achieved the Guildford Town Centre sought to maintain centre’s business objectives of increased sales, while momentum and solidify its position as Fraser Valley’s giving back to society and celebrating the unique most dominant retail centre. By evolving its newly qualities in each of us. Acquiring over 11.6 million launched “Yours” campaign, the centre enlisted a impressions, #CelebrateYou gave compliments powerful multimedia traditional and digital media to customers such as “You Are Amazing”, “You buy, carried to over 60 touch points. Top of mind Deserve A High Five”, “You Are Inspiring”, then awareness was achieved with 276 million impressions asked customers to share what they loved about that delivered an impressive advertising recall of 58%. themselves. In addition, 200 kits containing basic The centre’s media was further amplified with almost necessities were donated from the program to a $810,000 of cost savings and bonuses. Website local emergency women’s shelter. The campaign traffic grew by +21% and GTC Rewards active successfully reminded customers that everyone members have skyrocketed by +949%. Total sales is amazing and made a positive, socially aware increased by +19% while traffic climbed by +6%. connection with the centre. 4 MARKETING ADVERTISING BUSINESS-TO-BUSINESS SILVER SILVER Centres more than 1.000,001 sq. ft. Centres more than 1.000,001 sq. ft. of total retail space of total retail space A Retail Win at DIX30! Pandora Partnership Quartier DIX30 Bramalea City Centre Brossard, Québec Brampton, Ontario Owner: Carbonleo - Oxford Properties Owner/Management Company: Morguard Management Company: Oxford Properties - Quartier DIX30 Newly renovated, Bramalea City Centre reflected a modern, fresh shopping experience, however, Challenged to promote a unique retail property their Christmas/Santa set was dated and needed with a vast trade area and substantial competition, a significant refresh. With limited marketing Quartier DIX30 devised a tactical, cost-effective radio funds, BCC’s marketing department developed a campaign intended to expand visibility and buying sponsorship strategy that secured Pandora for a power, promote popular merchandise categories mutually beneficial partnership. Pandora agreed and heighten exposure for its retailers. Partnering to the “Bling in Christmas” sponsorship: a 3-year with Montréal’s Rythme105.7, DIX30 executed a deal that began in November 2014 for $205,000 gift card-based radio contest funded entirely by cash. An additional $44,795 was paid for a 1 year centre retailers that stretched over two 5-week In-Mall branding program with all funds allocated contesting periods (April and December 2014). to the marketing budget. The Fulfillment Report Retailers contributed $111,000 in gift card prizing, and documented all benefits to Pandora valued at DIX30 realized an astonishing $911,269 of free media $491,324 that represented a 7:1 ratio of value to exposure. Centre sales: April: +54%, November: +33%, investment, dramatically exceeding the industry December: +30%. average of 3:1. 5 20 VIC Management Inc. manages a national portfolio of retail, office and industrial properties. www.20vic.com And its fun! Just like us. We are circus. Our unicycle reminds us that it takes practice, skill and courage to succeed. MARKETING BUSINESS-TO-BUSINESS CAUSE RELATED MARKETING SILVER GOLD Centres more than 1,000,001 sq. ft. Centres 150,001 to 400,000 sq. ft. of total retail space of total retail space Yorkdale’s Retailer Onboarding Strategy Eglinton Square – Big Little Give Yorkdale Shopping Centre Eglinton Square Toronto, Ontario Toronto, Ontario Owner: AIMCo and Oxford Properties Group Owner: Kingsett Capital Investments Management Company: Oxford Properties Management Company: Bentall Kennedy (Canada) LP With the arrival of eight luxury and international retailers debuting their first Canadian locations Eglinton Square moved into action with an urgent at Yorkdale, the centre created a customized drive called THE BIG LITTLE GIVE when new retailer communication strategy to streamline the research indicated there was an alarmingly high on-boarding process. The program included one- child poverty issue in its PTA. THE BIG LITTLE on-one meetings with each brand’s head office, a GIVE asked the community for everyday items 72-page opening guide and an online retailer portal parents need but often can’t afford. In 30 days that generated 1,000 views. By establishing effective the centre collected $17,225 in cash and donations retail partnerships, the centre helped its new for Rosalie Hall, a centre for local families in crisis. retailers leverage over 80 million gross impressions Media response was overwhelming, driving a total of awareness through strategic public relations of 1,064,698 PR impressions and securing 855,557 and a presence on their digital channels. Each new impressions in donated media. Centre sales spiked retailer exceeded their planned sales and traffic +9.2% from the previous month and more than 25% projections, with many reporting record-breaking of tenants keenly participated. openings at Yorkdale. 7 MARKETING CAUSE RELATED MARKETING CAUSE RELATED MARKETING SILVER SILVER Centres 150,001 to 400,000 sq. ft. Centres 150,001 to 400,000 sq. ft. of total retail space of total retail space Building Violence Free Futures, The Get Well Garage Sale One Brick At A Time Les Galeries de Hull Hazeldean Mall Gatineau, Québec Kanata, Ontario Owner/Management Company: Cominar Owner: The Prime Partnerships Management Company: Bentall Kennedy Reaching out to businesses, service providers (Canada) LP and media partners through a community-based fundraising event, Les Galeries de Hull executed a Hazeldean Mall looked to support a worthy cause that strategic multimedia campaign for a mere $615, just represented the same values held by its shoppers and 0.11% of the annual advertising budget. Ingenious found it in Harmony House, Eastern Canada’s only in its simplicity, the concept leveraged the Québec long-term women’s shelter that provides housing culture’s love affair with the modest garage sale. to women fleeing violent situations. With 67% of all The swift response to an unexpected opportunity Canadians knowing at least one person who has been required hard work, resourcefulness and a keen abused the need has never been greater. Yet, despite marketing instinct. The campaign generated goodwill, the overwhelming need, Hazeldean Mall learned that PR and social media attention for the mall and its Harmony House had recently fallen on hard times, tenants, and raised more than $5,000 for a family losing funding. Hazeldean Mall worked with Harmony financially challenged due to a battle with cancer. House to create an event to recharge its budget shortfall, increase awareness of Harmony House and generate positive publicity for Harmony House and Hazeldean Mall. Leveraging communication resources, Hazeldean Mall generated over 1.2 million impressions for Harmony House and the fundraising goal. Earned media impressions exceeded the target by 17% with traffic up 9% on opening weekend.