Yusef Ramelize Portfolio | Page 20

GOLD MULTI-CHANNEL MARKETING Centres 400,000 to 750,000 sq. ft. of total retail space SILVER Voice of Fashion Halifax Shopping Centre Halifax, Nova Scotia Management Company: 20 Vic Management Inc. Owner: OPB Realty Pink in the Rink Cataraqui Centre Kingston, Ontario Halifax Shopping Centre’s new brand campaign and tagline “Define Yourself” permeated all marketing channels and supported HSC’s desired “voice of fashion” brand positioning. A multi-channel marketing approach across five equally weighted advertising elements successfully repositioned the Centre as a trusted voice of fashion. Traditional ads drove 6 million gross impressions, bloggers partnerships earned 125,000 media impressions, average monthly website visits increased by 10,000, social media engagement grew 68.5% on average, e-mail subscribers increased 30% and the new fashion app received over 1,700 downloads by December 31, exceeding the goal. Management Company: Primaris Management Inc. Owner: H&R Reit Cataraqui Centre established a multi-channel partnership with the Kingston Frontenac hockey team. “Pink in the Rink” contains pink rink boards, a branded entertainment stage and their logo was prominently featured on the pink warm-up jerseys worn by the players. They engaged their hockey-loving customers through a Corporate Hockey Night, sponsored in-stand Trivia, a Facebook contest and hosted two exclusive in-mall engagements and the team’s Pop-Up Store. Cataraqui Centre stimulated over 53,600 fans engagements, generated 1 million gross impressions, achieved an ROI of +441% and increased traffic by +7%. Centres more than 1,000,000 sq. ft. of total retail space SILVER SILVER Nail Art Metropolis at Metrotown Burnaby, British Columbia As we ‘R’ Centre Les Rivières Trois-Rivières, Québec Management Company/Owner: Ivanhoé Cambridge Management Company/Owner: Ivanhoé Cambridge Metropolis at Metrotown was inspired to use a fun theme as the platform of their multi-channel marketing campaign. A vibrant seasonal brand campaign delivered 27.5 million gross impressions while the centre hosted Nail Art Workshops. Their GET POLISHED Nail Art Facebook Contest logged over 7,900 votes and increased fans by +5%. Metropolis “nailed it” with healthy sales increases across the Health & Beauty, Fashion Accessories and Specialty apparel categories.. Les Rivières’ management team embarked on a major rebranding campaign, they stylised “R,” from “Rivières,” into their new logo. There was multi-media branding, and two dynamic digitally-based contests established a special connection with residents, driving exceptional visibility and 100% market penetration. The campaign generated over 19.8 million impressions and 2,200 weekly GRPs. Research conducted post-launch revealed that the new logo had achieved 58% recall. ICSC CANADIAN SHOPPING CENTRE AWARDS | 20 | 2014 AWARD WINNERS