Think Beyond Showcases ICSC Marketing Ideas

Fresh thinking and ideas took centre stage in Toronto, on September 23 when the 2009 ICSC Canadian Shopping Centre Awards were presented. Naturally, I was most interested in the marketing categories, having helped to judge this year’s entries. The Big winner on the evening was Ivanhoe Cambridge. It walked away with 27 statues, almost 50% of the Maple Leafs awarded. Congratulations to IC for nurturing a culture that encourages and celebrates innovative marketing.

If you were unable to make the event I urge you look-up the winners on the ICSC website at this link:

www.omnicontests3.com/icsc/omnigallery/search/oc/search.cfm?CFID=8649028&CFTOKEN=54932820

At TELESCOPE we evaluate ideas based on three R’s: Relevance – Based on insight(s) and consumer behaviour; Recency – Meaning fresh approaches that are in sync with the different ways people access information today; and Relationship – Providing opportunities for customers, employees and prospects to engage and dialogue with your brand.

Based on this, here are some of my favourite ideas from the 2009 ICSC awards:

What Will You Change Into?
Gold, Upper Canada Mall, Newmarket, Ontario

A City In Focus
Gold, The Montreal Eaton Centre, Montreal Quebec

Summer Drive In Movies
Gold, Mayfair Shopping Centre, Victoria British Columbia

Step into Dixie Outlet Malls Video Brag Booth
Gold, Dixie Outlet Mall, Mississauga, Ontario

Underground Style
Gold, Edmonton City Centre, Edmonton, Alberta

Good luck to all of the Gold winners at the upcoming Global Awards.

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