MARKETING
CAUSE RELATED MARKETING
CAUSE RELATED MARKETING
SILVER
SILVER
Centres 150,001 to 400,000 sq. ft.
of total retail space
Centres 150,001 to 400,000 sq. ft.
of total retail space
Building Violence Free Futures,
One Brick At A Time
Hazeldean Mall
Kanata, Ontario
The Get Well Garage Sale
Les Galeries de Hull
Gatineau, Québec
Owner/Management Company: Cominar
Owner: The Prime Partnerships
Management Company: Bentall Kennedy
(Canada) LP
Reaching out to businesses, service providers
and media partners through a community-based
fundraising event, Les Galeries de Hull executed a
strategic multimedia campaign for a mere $615, just
0.11% of the annual advertising budget. Ingenious
in its simplicity, the concept leveraged the Québec
culture’s love affair with the modest garage sale.
The swift response to an unexpected opportunity
required hard work, resourcefulness and a keen
marketing instinct. The campaign generated goodwill,
PR and social media attention for the mall and its
tenants, and raised more than $5,000 for a family
financially challenged due to a battle with cancer.
Hazeldean Mall looked to support a worthy cause that
represented the same values held by its shoppers and
found it in Harmony House, Eastern Canada’s only
long-term women’s shelter that provides housing
to women fleeing violent situations. With 67% of all
Canadians knowing at least one person who has been
abused the need has never been greater. Yet, despite
the overwhelming need, Hazeldean Mall learned that
Harmony House had recently fallen on hard times,
losing funding. Hazeldean Mall worked with Harmony
House to create an event to recharge its budget
shortfall, increase awareness of Harmony House and
generate positive publicity for Harmony House and
Hazeldean Mall. Leveraging communication resources,
Hazeldean Mall generated over 1.2 million impressions
for Harmony House and the fundraising goal. Earned
media impressions exceeded the target by 17% with
traffic up 9% on opening weekend. Hazeldean Mall
surpassed its fundraising goal by 60% raising the
highest cash donation ever raised through a centresponsored event!
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