Yusef Ramelize Portfolio | Page 35

MARKETING PUBLIC RELATIONS PUBLIC RELATIONS GOLD SILVER Centres 150,001 to 400,000 sq. ft. of total retail space Centres 400,001 to 750,000 sq. ft. of total retail space Dress To Kill Montréal Eaton Centre Montréal, Québec Dufferin Mall - Fashion Show Flash Mob Dufferin Mall Toronto, Ontario Owner/Management Company: Ivanhoé Cambridge Inc. Owner: H&R REIT Management Company: Primaris Management Inc. To boost traffic to its fourth level, the Montréal Eaton Centre hosted a star-studded “fanniversary” gala for the influential fashion magazine, Dress to Kill. A comprehensive PR and social media campaign drew more than six million impressions, exceeding expectations more than six-fold. To sustain traffic and sales through the summer months, MEC and Dress to Kill presented a spectacular, museum-quality exhibition featuring 40 larger-than-life reproductions of spreads from the magazine’s history. The result: a 21-point boost in foot traffic and increased sales. The program reaffirmed MEC’s profile in Montréal’s vibrant fashion community. Dufferin Mall is an affordable fashion destination for value-conscious customers. To cement this positioning and evoke further curiosity the Centre transformed Toronto Fashion Week with Fashion Show Flash Mob, a 48-hour PR initiative that earned an astounding 11 million PR impressions with 156 stories and a whopping 19% spike in traffic. The twoday blitz launched the Centre’s new brand campaign and created buzz in the heart of the city’s biggest fashion event. Choreographed impromptu fashion shows showcased the Centre’s hottest trends to media influencers and consumers making Dufferin Mall a fashion destination impossible to ignore. 35