MARKETING
CAUSE RELATED MARKETING GOLD
Centres 750,001 to 1,000,000 sq . ft . of total retail space
CAUSE RELATED MARKETING SILVER
Centres 750,001 to 1,000,000 sq . ft . of total retail space
# live2see20 Pickering Town Centre Pickering , Ontario
Owner : Ontario Pension Board Management Company : 20 VIC Management Inc .
Alarmed by shocking survey results that teens were engaging in the risky and dangerous behavior of texting while driving , Pickering Town Centre launched a powerful awareness and educational program targeted to teens . Dramatically titled # live2see20 , the campaign positively influenced 817 local teens to sign a pledge NOT to text + drive . Their other unique initiatives included an educational Teen Lounge that attracted 1,410 teen visits over the March Break , a popular contest with an educational twist , and a driving + texting obstacle course in the centre ’ s parking lot . In total , 1,000 educational cards were distributed , the powerful 30-second PSA received 21,188 views and a total of 12,076,318 media impressions were achieved .
Eco-Design Challenge Southgate Centre Edmonton , Alberta
Owner : Ivanhoé Cambridge Inc . and OPB Management Company : Ivanhoé Cambridge Inc .
With a desire to spotlight Edmonton ’ s emerging fashion and design talent , Southgate Centre , in an unprecedented partnership with the University of Alberta , hosted the Eco-Design Challenge . Thirteen groups of talented students created outfits from pre-selected recycled and sustainable materials that were showcased in a runway show and displayed in Centre Court . Over 8,676 votes were cast by shoppers to determine the winning group that won a $ 5,000 educational bursary . Mall traffic during the activation increased by 3 %. Online engagement proved impressive as well with a 42 % growth in website visitors and a 35 % surge in followers across Southgate ’ s social media platforms . Southgate ’ s fashion positioning and environmental leadership was enriched with over 315,828 gross impressions of PR that included over 18 minutes of TV coverage .
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