2015 CANADIAN SHOPPING CENTRE AWARD WINNERS
The ICSC Canadian Shopping Centre Awards Are Designed To Honour Our
Industry’s Brightest And Best. The Awards Bring Information And Insight To
The Entire Industry On What It Takes To Achieve High Levels Of Success.
MARKETING
ADVERTISING
ADVERTISING
SILVER
SILVER
Centres 400,001 to 750,000 sq. ft.
of total retail space
Centres 400,001 to 750,000 sq. ft.
of total retail space
A Rebooted Bower Place
Bower Place
Red Deer, Alberta
My New Wardrobe
Place Ste-Foy
Québec, Québec
Owner: bcIMC Realty Corporation
Management Company: Bentall Kennedy
Owner: Caisse de Dépôt et Placements
du Québec
Management Company: Ivanhoé Cambridge Inc.
The Alberta economy was booming in 2013, and
sales for Bower Place in Red Deer, Alberta were in
decline for the first time in three years, including a
4% decrease in holiday sales. Bower Place regrouped
and launched a new brand campaign to re-establish
its dominance. Their “pride of place” campaign
launched in September 2014 with a Fashion Boot
Camp engaging 4,341 shoppers. Their campaign
made a genuine connection with residents, delivering
25,297,427 impressions, and successfully rebooted
their sales to an all-time high of $742 per sq. ft. They
also increased website traffic by +19.6 and E-Club
subscribers by +229%.
In 2014, Place Ste-Foy added television to its media
mix in both Spring and Fall to distinguish the centre
and promote its upscale fashion positioning. Pre and
post research revealed: brand recall grew significantly
from 60% to 67% and perception of PSF as fashion
leader grew from 29 to 38 points across all groups
regardless of fashion spend! The campaign was
extended through newspaper and magazine and with
in-mall branding, and 611 bags of used clothes were
collected in support of a charitable clothing drive.
Traffic: +2.04% in the Spring, +0.66% in the Fall. Sales
in 2014: +2.7% over 2013.
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