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Canadian Shopping Centre Awards Winners

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Canadian Shopping Centre Awards Winners CANADIAN SHOPPING CENTRE AWARDS WINNERS ICSC Canadian Convention Metro Toronto Convention Centre Toronto, ON October 4, 2017 MARKETING ADVERTISING CAUSE-RELATED MARKETING Centres 750,000 to 1,000,000 sq. ft. Centres 150,000 to 400,000 sq. ft. of total retail space of total retail space SILVER SILVER Southcentre x Jasper Park Lodge The Giving Tree Southcentre Mall Carrefour Charlesbourg Calgary, Alberta Quebec City, Quebec OWNER/MANAGEMENT OWNER/MANAGEMENT COMPANY COMPANY Oxford Properties Group FPI Cominar Calgary’s Southcentre Mall earns Maple Leaf Silver… Maple Leaf Silver for Carrefour Charlesbourg… to promote the opening of premium retailer Sporting shoppers were invited to donate food to support a Life, the centre developed an integrated campaign local food bank and purchase ornaments to be used that included a luxurious contest, an in-centre lounge during a celebrity tree-decorating challenge. The activation, and stunning images of the fall and winter initiative generated extensive media coverage and collections set against the breathtaking backdrop of the community leader support, raising more than $10,000 Rocky Mountains and the Fairmont Jasper Park Lodge. in funds and donations, and donations of 460 bags of food—enough to help 140 families in need. Centres more than 1,000,000 sq. ft. of total retail space SILVER Be You 10: Mentors in 10 Days GOLD Prairie Mall FW16: I Got You Babe Grande Prairie, Alberta Square One Shopping Centre Mississauga, Ontario OWNER/MANAGEMENT COMPANY OWNER Morguard Oxford Properties Group, AIMCo (Alberta Investment Management Corp) Prairie Mall earns Maple Leaf Silver…as part of Morguard’s Be You national program to empower MANAGEMENT COMPANY girls aged 9 to 16 years old, the centre’s series of Oxford Properties Group workshops and activities in conjunction with the local Big Sisters chapter provided girls with valuable It’s Maple Leaf Gold for Square One Shopping tools to encourage personal growth and self esteem, Centre…their innovative campaign to celebrate generated awareness for the organization, and the opening of Holt Renfrew and the completion of secured 10 new Big Sister mentors in just 10 days. their luxury wing included photographic stills and a fashion music video featuring newlywed couple Sean Avery and Hilary Rhoda. The fashion-forward initiative generated traffic increases of 7.4%, sales per square foot increases of more than 25%, and a staggering ROI of nearly 1,234%. 2 MARKETING CAUSE-RELATED MARKETING Centres 400,000 to 750,000 sq. ft. GOLD of total retail space The Eco-Gourmet Event Centropolis SILVER Laval, Quebec A Greener Way to Clean Your Tray Lansdowne Place OWNER/MANAGEMENT Peterborough, Ontario COMPANY FPI Cominar OWNER Lansdowne Mall Inc. (HOOPP) Centropolis earns Maple Leaf Gold for The Eco- Gourmet Event…nearly 2,000 visitors participated in a MANAGEMENT COMPANY celebration of sustainability, social responsibility, and 20 VIC Management Inc. fresh, locally grown food. Activities included cooking demonstrations and samplings, a vendor fair, and Lansdowne Place earns a Maple Leaf Silver Award… the harvesting of centre-grown herbs and produce, as part of the centre’s corporate sustainability which produced 70 jars of delicious food for families pledge, they installed sorting stations and an in need. The Eco-Gourmet Event generated extensive organics programme in the food court. Supported media attention, drawing regional and provincial by instructional graphics, green ambassadors, and a recognition for environmental leadership. comprehensive marketing campaign, the successful launch helped to divert 71% of food court waste away from landfills. Centres 750,000 to 1,000,000 sq. ft. of total retail space SILVER GOLD Peppermint Village Trading Post Kingsway Mall Fire Evacuee Sherwood Park Mall Distribution Centre Sherwood Park, Alberta Kingsway Mall Edmonton, Alberta OWNER/MANAGEMENT COMPANY OWNER Primaris Reit a Division of H&R Reit OMERS Sherwood Park Mall’s Peppermint Village Trading MANAGEMENT COMPANY Post earns Maple Leaf Silver…the custom-built Oxford Properties Group installation allowed children to purchase a wide range of affordable gifts for their families. All Kingsway Mall earns Maple Leaf Gold…the centre proceeds were donated to a local shelter for converted a vacant anchor space into the city’s only abused women and their children—1,000 gifts were distribution centre during the Fort MacMurray crisis. purchased in the first 25 hours, generating $10,000 in From early May until mid-July 2016, semi-trailer trucks donations. packed with donations from across the country were received by the centre and distributed. Kingsway Mall secured over $170,000 worth of donations and resources and worked alongside local emergency relief services and 8,500 volunteers to provide essential care items to more than 72,600 evacuees. 3 MARKETING CUSTOMER SERVICE EXPERIENCE/ CAUSE-RELATED MARKETING ENGAGEMENT Company Centres 750,000 to 1,000,000 sq. ft. of total retail space GOLD Morguard’s BeYou GOLD Morguard Mom & Baby on the Move Toronto, Ontario St. Laurent Ottawa, Ontario OWNER /MANAGEMENT COMPANY Morguard It’s Maple Leaf Gold for Morguard and their national outreach program, BeYou…conducted in all 21 St. Laurent earns Maple Leaf Gold for Mom and Baby centres in their portfolio, BeYou offered females on the Move…the free community program offered new aged 9-16 personal and development tools to moms a twice-weekly opportunity to participate in a celebrate their growth, diversity, and self-worth. The postnatal exercise program led by a recognized fitness four-month-long initiative raised over $31,000 for the professional. Additional activities included a series of Big Sisters Canada organization and generated over baby health practices, special retailer promotions and 150 million impressions, resulting in nearly $200,000 offers, and fun, infant-friendly, seasonal events. Over in added value. 1,700 parent/tot combos participated in the weekday morning classes from March 2016 through to April 2017. Joint Center GOLD DIGITAL CAMPAIGN/ ACT: Always Consider Tomorrow 20 VIC Centres EMERGING TECHNOLOGY Canada Centres 400,000 to 750,000 sq. ft. MANAGEMENT COMPANY of total retail space 20 VIC Management Inc. GOLD KP HappyBot Congratulations and a Maple Leaf Gold award Kildonan Place Shopping Centre Winnipeg, Manitoba goes to 20 VIC Management and their Always Consider Tomorrow national program…held OWNER concurrently across 14 centres, the program’s series H&R REIT and Montez Income of initiatives included a customized manual for waste Properties reduction, environmental sustainability activities, and special in-centre events that successfully MANAGEMENT COMPANY collected more than 150,000 lbs of e-waste, clothing, Primaris Management Inc, and construction and renovation waste from A Division of H&R REIT communities across the country. KP HappyBot earns Kildonan Place Shopping Centre a Maple Leaf Gold award…the innovative, touchscreen robot located in centre court offered shoppers the opportunity to interact with a bot and receive instant store discounts, special offers and perks or listen to a joke. Since the November 2016 launch, nearly 55,000 visitors have engaged with KP HappyBot, listened to 12,500 jokes, received almost 11,000 retailer coupons, and helped centre sales productivity grow by 7%. 4 MARKETING DIGITAL CAMPAIGN/ EMERGING TECHNOLOGY EVENT OR SALES PROMOTION Centres more than 1,000,000 sq. ft. Centres 150,000 to 400,000 sq. ft. of total retail space of total retail space SILVER SILVER Get Your Gem On A Christmas Pop-Up Shop Bramalea City Centre Complexe Desjardins Brampton, Ontario Montreal, Quebec OWNER/MANAGEMENT OWNER COMPANY Desjardins Sécurité Financière Morguard MANAGEMENT COMPANY A Maple Leaf Silver for Bramalea City Centre… Gestion Immobilière Desjardins Get Your Gem On invited people to participate in a wide-scale scavenger hunt for a chance to win gift Maple Leaf Silver for Complexe Desjardins…their cards by following daily clues posted on the BCC holiday pop-up store featured a variety of centre app. The creative campaign resulted in 324 new app retailer products artfully displayed in a rustic log downloads, over 330 new loyalty club members, and cabin. Dapper ambassadors provided gift tips and generated sales increases of 4.4% in November and offered visitors the opportunity to enter contests or 6.5% in December. redeem vouchers for centre gift cards. The Marche drew more than 14,500 visitors and generated overall centre sales increases of 10.3% during December. GOLD Slay Square One Shopping Centre SILVER Mississauga, Ontario Hot Seat Giveaway Shoppers Mall OWNERS Brandon, Manitoba Oxford Properties Group, AIMCo (Alberta Investment Management Corp) OWNER/MANAGEMENT COMPANY MANAGEMENT COMPANY Morguard Oxford Properties Group A Maple Leaf Silver goes to Shoppers Mall…Hot Seat It’s Maple Leaf Gold for Square One…using offered food court visitors the opportunity to win $100 the interactive and integrated parking tool on centre gift cards by simply choosing the right seat. ShopSquareOne.com, visitors were able to receive Held four times a week during the months of July online promotions, follow fashion influencers, and and August, the highly successful initiative helped to plot their shopping experience by receiving up-to- maintain centre food court retailer sales, generated the minute information on parking spot availability extensive social media coverage, and delivered a nearest the retailer of their choice. The Slay delicious ROI of 19%. campaign generated
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