Signs of the Times

Dadeland Mall invited more than 50 hearing-impaired students to visit a special “Signing Santa” and his elves.

A visit with Santa Claus is a highlight of every child’s holiday season, yet each year thousands of deaf children are denied the opportunity. For the past five years, Dadeland Mall in Miami, Florida, has invited more than 50 hearing-impaired s[...] Tactics Subscribers Read More...

Pajamboree!

Entertainment, Special Events

Galleria at Tyler has always focused on kids at Christmas, with 3.8 children per household and almost 200,000 students in its primary market. The mall hosted a pajama party to tie into the arrival of Santa, drawing inspiration from The Night Before Christmas, and had a turnout of 1,500 children.

With 3.8 children per household and 193,000 students in its primary market, Christmas at Galleria at Tyler in Riverside, California, has always concentrated on kids. For the past three years, the mall has hosted a pajama party to tie into the mu[...] Tactics Subscribers Read More...

Queen of Hearts

Entertainment, Sales Promotions & More, Seasonal Giveaways, Special Events

Woodbine Centre combined a direct mail piece, a window display contest and free giveaways for its Valentine’s Day promotion.

Woodbine Centre in Etobicoke, Ontario, combined a direct mail piece, a window display contest and free giveaways during last year’s Valentine’s Day promotion. Approximately 30,000 area households received postcards that invited them to redee[...] Tactics Subscribers Read More...

Loving Letters

Entertainment, Gift Cards, Sales Promotions & More, Seasonal Giveaways, Special Events

Sheppard Centre aimed to include everyone in its Valentine’s Day promotion, “Follow Your Heart to Sheppard Centre”.

Love stories have been part of Valentine’s Day since the beginning of time, but rarely have they extended beyond couples. Last year, at Sheppard Centre in Willowdale, Ontario, then-Marketing Director Kimberly Scutt created "Follow Your Heart t[...] Tactics Subscribers Read More...

The Longest Lip Lock

Entertainment, Special Events

Everett Mall’s kissing marathon was designed to see who could maintain the longest lip lock after 13 hours. The exposure the event received was tremendous: a live radio remote, front-page coverage in two local papers, and a segment on the evening news.

When a local radio station approached Everett Mall in Everett, Washington, with the idea of hosting a kissing marathon in honor of Valentine’s Day, Marketing Director Maria Lamarca-Anderson jumped at the chance. The rules for the "Kiss-Off" we[...] Tactics Subscribers Read More...

Here Come the Brides

Entertainment, Sales Promotions & More, Special Events

On Valentine’s Day, Mall of America’s Rotunda was host to 92 simultaneous weddings. The mass ceremony was conducted by a county district court judge, and broadcast live on a co-sponsoring radio show. All 92 couples were flown (together) on a honeymoon trip to Mardi Gras in New Orleans.

Mall of America in Bloomington, Minnesota, has never been accused of doing things on a small scale, and Valentine’s Day is no exception. Last February 12, 92 couples took the plunge and said their vows in a mass ceremony in the mall’s Rotund[...] Tactics Subscribers Read More...

Paws on Parade

Entertainment, Special Events

When municipal records showed a 69% increase in dog licenses issued, Brentwood Mall saw the opportunity to hold an event. “Paws on Parade” included a ‘Pet-Owner Look-alike Contest’, dog obedience performances, an obstacle tournament for dogs, a pet fashion show, and a hamster race. The promotion produced a noticeable increase in traffic and received extensive coverage. Non-profit interest groups raised $3,000 and the local S.P.C.A. found homes for 30 dogs and cats.

When municipal records showed a 69 percent increase in the number of dog licenses issued, the opportunity to hold an event at Brentwood Mall in Burnaby, British Columbia, in honor of man’s best friend clearly presented itself. "Paws on Para[...] Tactics Subscribers Read More...

A Country-style Celebration

Entertainment, Special Events

Heritage Mall, with a strong rural and urban market, celebrated its 12th anniversary country-style. Shoppers were invited to participate through a cowboy boot-shaped mailer; recipients could redeem the mailers for one of 2,000 cowboy boot mugs. A “Cash Cowboy” randomly handed out $6,000 in gift certificates, and shoppers could win a trip to Branson, Missouri.

It was fitting that Heritage Mall, located on the edge of Edmonton, Alberta, would celebrate its 12th anniversary—country style. "We have a strong rural and urban market," says Marketing Director Scott Thornton, "so a western-style promotion s[...] Tactics Subscribers Read More...

Bungee Birds

Entertainment, Special Events

Pickering Town Centre and a local radio station sponsored the world’s first Turkey Bungee Jump, benefiting the local food bank. The turkeys were actually rubber chickens, weighted with sand and complete with a red neck ribbon and a rubber medical “bungee” cord, and were dropped from a 42-foot lift in front of 2,000 onlookers.

Marketing Director Barb Brown knew it would be a promotion to end all Thanksgiving promotions. In celebration of the annual holiday, Pickering Town Centre in Pickering, Ontario, and a local radio station sponsored the world’s first Turkey Bung[...] Tactics Subscribers Read More...

Battle of the Bulk

Entertainment, Special Events

Londonderry Mall and a local radio station teamed up to present a weekend of sumo wrestling, North American style.

Last September, shoppers at Londonderry Mall in Edmonton, Alberta, lined up for the opportunity to gain 300 pounds and strap on a diaper. That’s because the suburban center and a local radio station teamed up to present a weekend of sumo wrest[...] Tactics Subscribers Read More...