News
CF Properties Win ICSC Awards
The International Council of Shopping Centres (ICSC) recently held its International Maxi Awards ceremony in Fort Lauderdale, Florida. The MAXI Awards Program is an international marketing competition that recognizes excellence in shopping center marketing. The awards have been given every year since 1972 to those shopping centers and companies that have designed and implemented the most successful marketing programs during the previous year.
The MAXIS were extra special for CF this year, since Wendy Greenwood, Director of Marketing, Ontario Portfolio acted as Award Chair and was the first Canadian judge in Maxi award history.
The following are CF international winners:
Community Relations: GOLD/Toronto Eaton Centre
“Experience the Wonder”
TEC partnered with Swarovski - the world-leading brand in precision-cut crystal products - to present the first Swarovski Crystal Wish Tree to Canada. A series of fundraising initiatives related to the tree brought in more than $120,000 for the Children’s Wish Foundation.
Advertising: SILVER/Sherway Gardens
“Life Less Ordinary”
Sherway Gardens’ Life Less Ordinary advertising campaign was based on the context that Sherway is not your ordinary mall. The combination of magazine ads, radio spots, video and e-marketing campaigns, successfully conveyed the new branding to Sherway’s target audience, earning the mall an award in the Advertising category. A new logo design updated Guest Services' style and all in-mall communication.
Advertising: SILVER/The Fashion Centres
“Passion for Fashion”
The Fashion Centres (Galeries d’Anjou, Carrefour Laval, Fairview Pointe Claire and Promenades St-Bruno) partnered with CTV in a unique program to reinforce their collective brand identity across Greater Montreal in a cost-effective manner. Together, they produced a series of 28 merchandising vignettes shot on location in various Fashion Centre stores. Each segment provided viewers with top-trend fashion tips and product information.
Sales Promotions and Events: SILVER/Corporate
“Treat yourself to shop”
Cadillac Fairview created the Treat Yourself! Spring promotion, a program designed to bring shoppers into CF properties by offering gift-giving ideas and an incentive to win a shopping sweepstakes. It combined the power of social networking with traditional media to impress upon CF’s high-value, high-income female target. As a result of the program, CF attracted 138,000 visitors to its promotional website, and grew its database by 51,000 or +16%.
For more information, please visit www.icsc.org/index.php