YouTube Warriors

Canada’s Scarborough Town Centre and Vaughan Mills take their holiday marketing battle to the Web

The battle for holiday mall shoppers moved from traditional media to the Web last year, with YouTube as one of the key fields. That’s where Scarborough Town Centre (STC) fought to gain some ground on its many competitors, using a Gift Ideas vi[...] Tactics Subscribers Read More...

Bold New Look, Brand New Sales

Décor Themes, Design Studio

Scent marketing was one of Caneland Central’s strategies when it unveiled its new Santa set.

Spending money on new holiday decor is always a hard sell for marketers, but sometimes the efforts pay off in quantifiable ways. Paul Pozzobon, the communications manager for Lend Lease's Australian Asset and Management department, saw it first [...] Tactics Subscribers Read More...

Keeping it Green

Community Room, Sustainability

No electricity required here; this mall’s Christmas lights were powered with pedestrian shopper traffic.

Midsummer Place took energy waste out of the Christmas indulgence equation last year when it erected what was touted as the UK’s first-ever people-powered tree. Working with supplier Pavegen Systems, the center chose a kinetic Norwegian spruce[...] Tactics Subscribers Read More...

An Urban Tale

Advertising Creative Design, Design Studio

Five Steen & Strøm shopping centers in Norway created one identity and City Cluster branding strategy that focused on urban spirit and aspirational cosmopolitan shopping.

The City of Prague at night gives off an almost mystical vibe. The small cobblestone streets, the rich history emanating from the old buildings—they slow your pace down and give you a chance to take in the scenery and savor the moment. That’[...] Tactics Subscribers Read More...

Back in the Spotlight

Entertainment, Special Events

Santa takes regains his rightful place on El Bosque’s throne in a specially commissioned holiday musical.

It’s hard to believe, but in recent years Santa has been playing second fiddle to the prize dealers at Centro Comercial El Bosque (El Bosque) in Ecuador. Back in 2007, the mall began offering prize draws as holiday incentives; anything from gi[...] Tactics Subscribers Read More...

Loving the Union

Sales Promotions, Sales Promotions & More

Union Square draws its revenues from a small catchment, but it managed to increase productivity by digging a little deeper into shoppers’ pockets.

Aberdeen shoppers didn’t wait until this past Valentine’s Day to reveal the object of their shopping affection. The Scots spoiled Union Square with a 12.1-percent boost in traffic and a 7.9-percent jump in sales last holiday season in respon[...] Tactics Subscribers Read More...

Feeling Lucky?

Celebrity Appearances, Entertainment

Lucky hockey fans win Calgary Flames season tickets in a North Hill Centre giveaway that drew more than 6,700 participants.

Canada’s North Hill Centre (NHC) went for the tried and true when it came time to develop its holiday program last year, then it added a dash of excitement. “What we knew was that people in Calgary really wanted to win Calgary Flames hock[...] Tactics Subscribers Read More...

Wigan’s Christmas Cracker

Entertainment, Special Events

Competing UK centers generate nearly $327,410 in PR value by collaborating on a holiday parade and light switch-on event in the heart of Wigan.

Grand Arcade and The Galleries could have spent a fortune trying to outdo each other last holiday season. Instead, the two UK retail destinations joined forces with local Wigan Town Centre Management to host Wigan’s Christmas Cracker, an event[...] Tactics Subscribers Read More...

Uber Flash Mob

Entertainment, Special Events

Arcaden Shopping centers stage holiday flash mobs in 20 German locations via live streaming for half a million shoppers.

Holiday flash mobs have become the new expected entertainment highlights during the holiday season. Germany’s MFI center manager, however, took the concept to new heights last December when it invited then 83-year-old conductor Gotthilf Fische[...] Tactics Subscribers Read More...

Safety First

Advertising Creative Design, Design Studio

If you don’t actively promote your company as being safety-focused, shoppers just might assume that it’s not.

“Volvo.” If I mention that word, what ideas and words come into your mind? You probably thought Swedish, car, luxury, comfort and I bet most of you also thought of safety. If I said “Qantas,” you would probably think Australian, jumbo je[...] Tactics Subscribers Read More...