News

CF Wins Three Major ICSC Awards

Georgian Mall renovation, leasing book for Montreal-area shopping centres and re-designed shops.ca Web site recognized for marketing excellence.

Each year, the International Council of Shopping Centres (ICSC) holds a competition to determine the industry’s top marketing initiatives in a variety of categories. In Canada, recognition comes in the form of the Maple Leaf Awards, while global winners receive MAXI Awards.

This year, CF had a record 29 finalists, including three taking top spot in their respective categories. The following details the campaigns of these champions.

Maple Leaf & MAXI Silver Award - Advertising
Corporate – “Inform. Enlighten. Persuade.”

CF undertook a comprehensive program to align the consumer’s shopping experience across all media and formats. A key element of this effort involved redesigning the “shops.ca” Web site. Recognizing the growing interplay between online and offline shopping, and based on consumer feedback, the excitement of in-mall shopping was brought to the customer’s computer screen. Since the new site was launched in June of 2006, there have been 15 million hits, with an increase of more than 40 per cent in total visits. In addition, shoppers give the Web site high marks for style and usefulness.

“Revamping our main retail portal for Cadillac Fairview was a critical step in delivering a new standard of electronic experience for our shoppers,” said Susan Williams, Director of National Research & Marketing. “Combining the need from our properties for relevant and time-sensitive shopping trend reports, and featuring our retailers in new and different ways to enhance the overall end experience, made this initiative the success it was.” She added: “Next year, our goal is to offer our properties an enhanced platform for all retail Web sites to continue to build on this experience and showcase our great brands across the country.”

Maple Leaf - Renovation or Expansion of an Existing Centre
Georgian Mall

The 2006 renovation and expansion of Georgian Mall in Barrie, Ontario, is a perfect illustration of CF’s commitment to refreshing and investing in its shopping centres. Georgian Mall’s redevelopment included adding 100,000 square feet of new retail space, acquiring 7.5 acres of land, introducing more than 300 parking spaces, and bringing in 60 new retailers. From the natural material selected to lighting fixtures, a fireplace court and custom-designed furnishings, every design detail was considered from the customer’s perspective. The mall was redesigned into a race-track layout, eliminating dead-ends and creating a stress-free and shopper-friendly pedestrian path.

“Winning the ICSC Maple Leaf Award for Georgian Mall is the industry’s highest honour for a development project,” said Ian Ross, Director of Architecture & Design. “It is a testament to the strength of Cadillac Fairview’s Operations and Development teams’ vision for the creation of a best-in-class environment for retailers, and ultimately our customers. We had some tough competition and everyone involved should be proud of this significant industry acknowledgement.”

Maple Leaf – Business to Business
Montreal Fashion Centres: “TRENDS”

Many international retailers have avoided Quebec in their Canadian expansion plans because of perceived hurdles and a lack of understanding about the Quebec consumer. A customized leasing book called “TRENDS” was created to overcome misconceptions and effectively promote CF’s four Montreal-area shopping centres – Galeries d’Anjou, Carrefour Laval, Fairview Pointe Claire and Promenades St-Bruno. Specifically targeting the international market, TRENDS highlights the sales potential of Montreal and emphasizes CF’s dominance in the area. As of May of this year, the leasing brochure was crucial in helping secure 20 new leases covering over 96,000 square feet. In addition, negotiations were underway for 32 other new leases.

“Many foreign retailers do not recognize the potential of the retail market in Quebec or the subtleties of the fashion savvy Quebec consumer,” said Agnes Ciccarelli, Director of Marketing, Eastern Canada Portfolio. “We needed to develop a strategy to leverage our relationships with these global brands and create a tool that would help us attract international retailers to our four Fashion Centres in the Greater Montreal area.”

Added Sylvie Plourde, Director of Leasing, Eastern Canada Portfolio: “While a retailer’s decision to locate in a particular market is difficult to measure against any single initiative, the use of this sophisticated tool has helped us project a professional and credible image, provide retailers with essential statistics and establish valuable relationships with key players expanding to Canada.”

Other Maple Leaf and Maxi Award Finalists

The Promenade Shopping Centre
Lime Ridge Mall
Les Galeries Chagnon
Montreal Fashion Centres
Fairview Mall
Market Mall
Polo Park
Erin Mills Town Centre
Cataraqui Town Centre
Pacific Centre Retail
Three company-wide programs:
“Going the Extra Mile: 75 miles for $75”,
“E-Harmony: Retail Promotions and Shopper Needs”, and
“Deck the Mall with Holiday Sales!”