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Cadillac Fairview Takes Home Nine ICSC Maple Leaf Awards
Each year, the Canadian arm of the International Council of Shopping Centres (ICSC) honours the retail industry’s best and brightest at their annual awards gala held in Toronto. The Maple Leaf Awards highlight the shopping centre industry’s cutting-edge property and retail store designs, innovative marketing solutions, social responsibility initiatives and creative responses to business trends.
“This year ICSC had a record number of submissions partly due to two new categories – New Media and Visual Merchandising,” said Melody Fallis, Senior Director of Marketing at Fairview Mall who was also the 2010 Awards Night Chair. “It was an honour to chair this year’s ICSC Canadian Shopping Center Awards and Cadillac Fairview should be proud of their results taking home 4 Gold and 5 Silver Maple Leaf Awards.”
This year, the Cadillac Fairview Corporation Limited earned nine awards that are described below.
Category: Grand Opening, Expansion & Renovation - Gold
Property: Shops at Don Mills
In April 2009, Shops at Don Mills made Canadian retail history as Ontario’s first urban village. Purposely designed to be a main street mixed-use development, “Shops” would function as the core of the community. Located in a city with many large-scale super regional centres, the unique open-air concept would allow the Centre to deliver a different shopping experience. A multi-media campaign built mass brand awareness and a five-day “Festival in the Square” kicked off the celebrations with activities and entertainment for all ages.
Category: Renovation or Expansion of an Existing Project - Gold
Property: Carrefour Laval
Carrefour Laval underwent a total mall renovation and food court relocation. The mall has now been ushered into a new era with redefined ceiling lines and elegantly designed flooring. The newly relocated Dining Terrace redefines the food experience and elevates it to Carrefour Laval’s exquisite shopping experience.
Category: Innovative Design and Development of a New Retail Project - Gold
Property: Shops at Don Mills
Shops at Don Mills is a significant large scale project that replaced an indoor community shopping mall with a new mixed-use commercial neighbourhood, setting a new standard for suburban infill development. The development is intrinsically connected to the surrounding neighbourhood and embraces the enjoyment of the outdoors with multi-use buildings combined with carefully planned public spaces to allow people to work and dine in a setting that sees life at all hours of the day. Opened in the spring of 2009, the project turns the typical retail experience on its head by creating a lively, pedestrian-based neighbourhood and a regional gathering place
Category Integration - Gold
Property: Fairview Mall
With a desire to increase it waste diversion rate, Fairview Mall launched a multi-faceted green initiative called Fairview Goes Greener that introduced a Green Certification program for retailers. The program featured four achievement levels – Bronze, Silver, Gold and Platinum. 80 per cent of retailers participated and were publicly recognized with a combination of in-mall and online exposure, acknowledgment at a Green Retailer Meeting and with certification store decals. To reach the community, heighten awareness and inspire change, a dramatic in-mall art installation was constructed from the Centre’s own recycled plastic bottles. Through improved internal recycling processes and more engaged retailers, Fairview Mall achieved a 75 per cent waste diversion rate and diverted 1.054 tons of waste from landfill in the programs first year.
Category: Advertising - Silver
Property: Shops at Don Mills
In April 2009, Shops at Don Mills opened as Ontario’s first urban village. To promote it, the Centre launched the “Every Visit Tells a New Story” campaign utilizing elegant black and white imagery that depicted its primary experiences – shop, dine and play – to convey its diverse offering. A multi-channel media mix included: six top performing radio stations, daily and community newsprint, magazines, billboards and transit shelters.
Category: Business-to-Business (Corporate/Company) - Silver
Cadillac Fairview Canadian Leasing Portfolio
In 2009 Cadillac Fairview sought to create a leasing portfolio that would provide potential clients with vital information about all of its properties. They developed a leasing brochure that was cost-effective, environmentally friendly and would unify the Cadillac Fairview brand. Each portfolio developed a regional piece that, when combined, resulted in five unique yet complimentary brochures that could be combined as a box set. The design and formatting were flexible enough to allow for customization for a single retailer presentation as well. The brochure encompassed 27 properties across five geographic regions in three portfolios, which spanned the entire country.
Category: Cause Related Marketing - Silver
Property: Fairview Mall
To help raise funds to purchase a cancer detecting machine for its local hospital, Fairview Mall hosted “Heels to Heal,” a unique fundraiser that invited participants to a walkathon in high heels. Over 100 participants and volunteers raised over $22,000 in the one-hour inaugural walk. Fairview was able to grow this initiative with over $35,000 in sponsorship and merchandise donations which heightened interest and awareness of the event, its sponsors and the local hospital.
Category: New Media (Centres) - Silver
Property: Toronto Eaton Centre
In order for the Toronto Eaton Centre to stay on the forefront of customer service experience and retail innovation, they tapped into the growing power of mobile media. The Centre decided to explore how an iPhone App could support retailers and improve upon the shopping experience by engaging their core consumers. The iPhone App, developed by Mobile Fringe, allowed iPhone users to access retail promotions, check their Cadillac Fairview shop! card® gift card balance, use the interactive mall map and post notes directly to social media sites.
New Media (Corporate/Company) - Silver
The Cadillac Fairview Corporation Limited
“Unleash Your Style” details the successful implementation of an integrated national online marketing program leveraging strong partner brands and the strengths of online to build customer acquisition and loyalty for Cadillac Fairview properties. In 2009, CF grew its e-Newsletter shopper database by skillfully engaging high-value, high-income female shoppers with online marketing and social networking techniques.
ABOUT ICSC
The International Council of Shopping Centers (ICSC) is the global trade association of the shopping center industry. Its 60,000 members in the U.S., Canada and more than 80 other countries include shopping center owners, developers, managers, marketing specialists, investors, lenders, retailers and other professionals as well as academics and public officials.