tourism marketing
Dining is one of the many
activities that can attract
tourists to the Halifax
shopping centers.
GETTING IN
ON THE
OUT-OF-TOWN
Halifax shopping trio teams up with tourism group and media
Since June is Fashion Month in Halifax, this summer, Halifax Shopping
Centre, Mic Mac Mall, and Dartmouth Crossing partnered with Discover
Halifax to position the city as the shopping capital of Canada’s east coast. As
the region’s main tourism organization, Discover Halifax is the go-to spot
to break down the buzz and plan your next trip. Inspired by the addition
of a variety of desirable retail stores exclusive to the local market, including
IKEA, Forever 21, and Zara, the strategic partnership led to “Discover
Halifax + Discover Shopping” and aimed to attract local tourists.
Representing over 56 percent of the tourist population visiting the city,
the out-of-town Atlantic Canadian customer has always been valuable to the
retail industry. With the state of the US dollar, those who fall within this
category are choosing to travel by car to more local destinations rather than
cross the border. In addition to sticking around and staying local, the out-of-
towner is likely to spend more than the average shopper when visiting.
According to Stephanie Schnare, marketing director for Halifax Shopping
Centre, these were the top campaign objectives:
• To increase the number of out-of-town visitors
• To promote shopping as an attraction within the city
• To encourage out-of-town visitors to explore, stay, and shop in Halifax
by targeting the Atlantic Canada market outside of Halifax Regional
Municipality (HRM) with a multi-platform strategic media buy
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