Diversity-driven advertising is about exercising a marketer’s creative freedom to acknowledge, represent and engage all shoppers. It’s also about realizing that even the mainstream is anything but homogenous, and that there is value in diversity.

There’s a huge opportunity for shopping centers to use public relations more effectively and strengthen their marketing efforts.

Lougheed Town Centre’s “Live & Let Live Project” brought home both a MAXI award and a Maple Leaf Award. The Project brought together diverse members of the community to fight teenage violence, bullying, addiction, and other issues impacting teens.

Bonnie Doon Shopping Center’s shoppers had the chance to win a trip with Santa to his old neighborhood—Nunavut.

Make headline news—without breaking the bank. Done properly, PR can turn a mediocre retail scheme into a success.

Encouraging entrepreneurial spirit among young people ages 6 to 15 was the focus at St. Albert Centre. Kids were invited to get a head-start on their future business careers with a program that helped them to set up shop and sell their products in the mall’s common area.

Lehigh Valley Mall created a Teen Board to assist with various events. In return for their help, the teens learn about retailing, gain valuable experience, and get to take on special roles—merchandising, sampling, and modeling.

With budget cuts affecting local schools’ arts and services, The Promenade at Woodland Hills saw an opportunity to step in and help.

After the SARS outbreak, Scarborough Town Center created a campaign to thank healthcare workers and stimulate the local economy.

Following a ravaging firestorm, four Australian centers got together to thank firefighters and volunteers, and find a way to give back to their ravaged community.