MARKETING
MULTI CHANNEL MARKETING GOLD
Centres 400,001 to 750,000 sq . ft . of total retail space
MULTI CHANNEL MARKETING SILVER
Centres 400,001 to 750,000 sq . ft . of total retail space
Shop Happy Kildonan Place Winnipeg , Manitoba
Owner : H & R REIT / Montez Income Properties Management Company : Primaris Management Inc .
Faced with declining traffic and intense competition , Kildonan Place undertook qualitative research that provided the strategic foundation for its dynamic , new “ Shop Happy ” multi-channel marketing campaign . To enhance its customer experience and differentiate itself , the centre hosted 12 “ Happy Days ” that celebrated quirky , little known holidays like Lost Socks Day and National Hot Dog Day . The centre successfully engaged 6,000 shoppers , raised $ 3,500 for 12 community partners , boosted participating retailers ’ sales by 4 % to 48 % and sustained traffic . Exclusively promoted via social media and internal media , the centre grew engagement on its digital channels to garner over 10 million impressions .
Chinese New Year Spring Lunar Festival 2015 Oakridge Centre Vancouver , British Columbia
Owner / Management Company : Ivanhoé Cambridge Inc .
Oakridge Centre has celebrated The Lunar Festival for over a decade , with a Lion Dance performance and blessing of the merchants ’ stores . This long-time community tradition draws visitors to the shopping centre to experience this cultural celebration . With the growing population of Asians to Vancouver , and specifically the higher-spending mainland Chinese demographic , Oakridge Centre saw an opportunity to create a niche in the market and “ own ” this holiday period , by using a multi-channel approach to build awareness and drive traffic and sales to the centre .
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