MARKETING
EVENT OR SALES PROMOTION
EVENT OR SALES PROMOTION
GOLD
SILVER
Centres 400,001 to 750,000 sq. ft.
of total retail space
Centres 750,001 to 1,000,000 sq. ft.
of total retail space
World Play Day
Willowbrook Shopping Centre
Langley, British Columbia
H&M Conscious Closet
Bayshore Shopping Centre
Ottawa, Ontario
Owner: 2725312 Canada Inc./
2973758 Canada Inc.
Management Company: Bentall Kennedy
Owner: Ivanhoé Cambridge Inc. and
KingSett Capital
Management Company: Ivanhoé Cambridge Inc.
At the end of 2014, Willowbrook’s marketing team
was faced with a 3% budget deficit and had to be
creative on how to bring sales and traffic to the
centre for 1st quarter 2015 — on a reduced budget.
The new promotion would need to draw the growing
multicultural family market and encourage repeat
visits to the centre. As such, the team launched its
World Play Day event on the Family Day holiday.
The multicultural family event featured a LEGO
build, international entertainment, arts and crafts,
passport program, contest, and retailer offers. The
budget-friendly event was a huge success; drawing
a large number of diverse families from the region
and introducing them to the centre. Event day
traffic increased 45% over the average Monday and
reported sales increased 30% over the same day
the prior year! The afterglow effect of the event also
resulted in a 7% increase in February traffic and a 9%
increase in February sales!
For H&M’s 2015 Conscious Exclusive Collection,
Bayshore Shopping Centre partnered with the retailer
and ELLE Canada to present the only Conscious
Closet in a Canadian shopping centre. The popup eco-chic closet provided an exclusive preview
of the collection, fashion presentations, integrated
programming and contests. The centre elevated its
fashion positioning with over five million impressions
of paid and unpaid media coverage that included 32
minutes of television coverage and grew its budget
with $83,150 sponsorship and savings. The exclusive
event fueled a 42% traffic increase, 3.6% sales
increase and a sell-out of 30% of H&M’s collection
within days of its launch.
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