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.
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