Talking Up Hillside

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Hillside Centre displayed its gift of gab when it launched its “Talk about Shopping” advertising campaign as a means of refreshing its brand and reconnecting with customers. Uniqueness and playfulness were central qualities that the center strived to display through campaign creative that it developed with the design team at Suburbia Advertising.

To emphasize the fact that Hillside Centre had the merchandise that could best meet the practical and functional needs of consumers, thanks to a mix of service-oriented retailers and specialty stores, the team let the products do the talking—literally.

Each of the brightly colored creative executions features two products—or sometimes animals “talking” to each other about various center-related matters, be they upcoming special events, CSR initiatives or simply seasonal operating hours.

“One year following our new brand launch, overall sales were up one percent and sales increases reached a high of [over three percent].Traffic in the center remained even with the year previous, at 5.25 million annually. Hillside Centre gift cards sales increased five percent over 2006 sales, and website visits increased by four percent,” said Michelle Paget, Hillside Centre’s marketing director, of the multimedia campaign that was launched in January 2007 and is still being used to this day.

“The ‘Talk about Shopping’ campaign has been extremely well received by our audience, with many shoppers telling us that they enjoy the ads and look forward to the next campaign. Given the amount of new competition the center has experienced in the last few years, we are extremely happy with these results.”

VITALS

Location

Victoria, Canada

Population
339,000 people living in a range of vibrant communities

Classification
Regional Shopping Center

Target Audience
Women, 30-54, married, average of two children (minors), family income of $109,500

Center appeal
Accessibility and store selection

Main Challenge
Withstanding competitive pressure from massive retail development in the region

MEDIA MIX

COLLATERAL MATERIAL

  • Customer comment cards
  • Showcards (e.g. weekly Children’s Fun Hour program, Halloween, recycling program)

ON-SITE

  • Door decals (e.g. Easter weekend opening hours)

OUT-OF-HOME

  • Transit (spring and Christmas)

PRINT

  • Newspaper ads (e.g. horizontal banners for BC Cancer Foundation Vancouver Island and Holiday Wishbox fundraisers)

WEB

  • HillsideCentre.com (Shopping, Service and Events tabs)
  • Shoptalk e-newsletter

CAMPAIGN CREDITS

Hillside Centre Marketing Director: Michelle Paget

Advertising Agency: Suburbia

Associate Creative Director: Bruce Meikle

Art Director/Designer: Jeremie White, Jennie Dixon

Account Supervisor: Jacquie Henning

Interactive Designer: Steph Tekano


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