The International Council of Shopping Centers has named Uptown as the silver award winner for a pair of innovative marketing campaigns, #CelebrateYou and holiday Elf on a Shelf.
Uptown marketing director Kristy Lowes accepted the awards at a Toronto gala in Toronto on Oct. 7. The annual awards recognize Canada’s most innovative shopping centres for outstanding achievement. Uptown has received 10 national ICSC awards since 2010 when the centre first opened.
Uptown’s multi-media advertising campaign #CelebrateYou raised awareness about Uptown’s fashion and beauty offering, while giving back to the community and celebrating the unique qualities of its customers. Acquiring more than 11.6 million impressions, #CelebrateYou shared inspiring messages then asked customers to share what they loved about themselves. As part of the campaign, Uptown donated 200 health and beauty kits to the Victoria Women’s Transition House Society.
Uptown’s Elf on the Shelf campaign was a simple yet effective campaign that drove sales and bolstered the centre’s digital presence during the 2014 holiday season. Uptown adopted two elves, named “Holly” and “Olly,” and shared photos of them checking out services and products in 20 stores during the season via their Instagram and Facebook accounts. The campaign resulted in significant increases in holiday sales and social media followers.