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Morguard Recognized with Five Awards from the International Council of Shopping Centres

Morguard 7/17/2019

For the seventh consecutive year, Morguard has been recognized by the International Council of Shopping Centres ("ICSC") for excellence in marketing campaigns that elevate the shopping experience and connect with their surrounding communities. At the annual ICSC awards, held in Las Vegas, Morguard added four MAXI Awards and one Visual Victories Award to its achievements, which now include 57 distinctions across multiple categories.

"On behalf of the entire Morguard team, we are extremely honoured to receive this recognition for the best-in-class retail experience provided at our centres," said Ed Lincz, Vice President, Retail Property Management, Morguard. "We are excited to be recognized once again for our contribution to innovation in the retail industry, and for strengthening relationships with the communities we serve through visitor engagement and the creation of unique shopping experiences and spaces."

The ICSC Awards recognize the innovative advertising, social media, events and strategic marketing campaigns that maintain healthy sales and traffic at retail properties. For the first time, this year's competition was expanded to include retail centres in both Canada and the United States. Morguard retail centres were recognized in the following categories:

North American MAXI Awards

Property:         Intercity Shopping Centre, Thunder Bay, Ontario
Award:             Gold Winner
Category:        10K
Subcategory:   Shopping Centres under 500,000 sq. ft.
Campaign:      Heart of Our City

The initiative, leveraged through the centre's social media platforms, was developed as a response to an increase in incidents of crime in the city of Thunder Bay that were having a negative impact on community spirit and pride. Heart of Our City features residents and employees' inspiring stories of acceptance, diversity, strength, loyalty and passion, sharing how the human spirit can rise above hardship.

The campaign generated comparable period increases of 7.4% in centre traffic and 14.6% in center sales.

Property:         St. Laurent Centre, Ottawa, Ontario
Award:             Silver Winner
Category:        10K
Subcategory:   Shopping Centres over 500,001 sq. ft.
Campaign:      Interactive Mural

Fifty students from five local high schools along with award-winning Colombian artist Claudia Salguero, brought to life a giant-sized canvas interactive, selfie mural designed to embody the spirit of Morguard's BeYou campaign to empower young women. The initiative to connect members of the community for a noble cause was successfully replicated at 20 Morguard-managed shopping centres across Canada.

The campaign engaged members of the community, students, local media, Ottawa city council and general public, generating conversations on social media, over 700,000 media impressions, reaching an online audience of over 80,000 and welcoming over 100 attendants to the official unveiling ceremony. 

Property:         St. Laurent Centre, Ottawa, Ontario
Award:             Silver Winner
Category:        Impact
Subcategory:   Shopping Centres over 500,001 sq. ft.
Campaign:      Fashion Fridays

Co-developed between the mall's marketing team and CTV Morning Live, "Fashion Friday" segments featuring mall retailers showcased the season's fashions. During 22 shows, 47 retailers were included, resulting in an exponential increase in sales for the participant retailers, engagement on social media, 396,000 video impressions and 21,911,746 advertising impressions. The initial investment provided an ROI of 522.8%.

Property:         Sevenoaks Shopping Centre, Abbotsford, British Columbia
Award:             Silver Winner
Category:        Experiential
Subcategory:   Shopping Centres over 500,001 sq. ft.
Campaign:      Merry and Bright

The Merry and Bright initiative was a free, family-friendly experience that transformed a vacant space into a festively decorated holiday wonderland where children enjoyed story time with an elf, played games, decorated cookies, built toys and completed holiday-themed crafts.

Over 14,000 members of the community visited the mall, exceeding targeted attendance by 46%. Various events hosted during the lifespan of the initiative raised $29,744 for local charities. The mall-wide sales increased 8.6% for November and 4.1% for December of 2018, over the same months in 2017, while sales for retailers located in the vacant space experienced sales increases during the holiday season of up to 32%. The activity resulted in an ROI of 58%.

In addition, Place Rosemère in Rosemère, Québec was recognized by ICSC in the International Visual Victory Awards category, with a Silver Award for 'Most Inspirational Pop Up Window Display' for pop-up shop L'éphémère. The display window encompassed the spirit of winter in an environmentally friendly painting designed by a local illustrator and watercolor artist, Éliane Berdat. The 2019 award is the seventh for Place Rosemère in recent years, recognizing the centre's excellence in specialty leasing.

For the full list of this year's ICSC Award winners, visit the ICSC website.

Morguard Corporation; Property Management; Retail Leasing