tourism marketing
With a combined approach, the three partner centers presented to track the number of visitors and their origins,” Schnare explained.
“Discover Halifax + Discover Shopping” as a key opportunity to increase
Leading up to the launch of the campaign, the trio teamed up with Global
awareness of the new and improved retail scene in Halifax. The call to Television to spread the word. As a collective, the extended marketing
action was a coupon booklet.
team developed a more inclusive contesting component that was open to
Located at all three participating
all residents and Friday fashion
shopping centers, the booklet
segments from each retail partner.
was only available to non-HRM
“The
partnership
with
residents. As easy as show up and
Global Television allowed each
...the SHOPPING CAPITAL of
show, in-center shoppers were
property to showcase [its] niche
Canada’s east coast.
required to share an out-of-town
within the Halifax market—from
ID to get the goods. In addition to
catering to families to offering a
pages full of deals and discounts,
unique retail mix. The segments
each shopper received a C$5 HSC gift card (US$3.85).
showcased fashion trends for the summer season with each property’s
“The partners worked closely with retailers and head offices to craft offers that unique retail experience as a focal point. The grand prize also engaged
were appealing to out-of-town shoppers, re-iterating the value of this customer other tourism partners outside of the retail community, including hotel
and the potential to create a loyal, re-occurring shopper during summer, as well and dining [establishments], reflecting Halifax as an iconic destination
as holiday and back-to-school. The booklet [enabled] each property and retailer for a summer getaway,” Schnare added.
MEDIA MIX
31% TV
28% Digital – YouTube pre-roll
17% Social ads (Facebook and Instagram Stories)
14% Global Television
(Fashion Month in Halifax partnership, contest)
10% Programmatic display, geo-targeted to key markets
CREATIVE DEVELOPMENT
OUTSOURCING
30-second video creation, b-roll,
and photography: 10%
Agency fees: 5%
Printing: 5%
THE BOTTOM LINE
The co-op tourism campaign and
sales promotion cost US$46,000.
THE IMPACT
To date, all partners have
experienced an increase in sales and
traffic, but the final results of the
media campaign are expected this
fall. The overall reach of “Discover
Halifax + Discover Shopping” and its
full impact will be determined by a
number of factors, such as associated
sales, average spend, and the postal
codes of participating customers.
The combination
of a coupon
booklet and a
mall gift card was
the initial hook to
draw interest from
shoppers planning
to visit Halifax.
PAGE : 15