Following the announcement of the redevelopment of Oakridge Centre, Ivanhoe Cambridge looked to develop a multi-tiered campaigns to ignite excitement in the surrounding community as general Vancouver public. Over the course of three years, we developed a comprehensive PR and community engagement strategy that included multiple campaigns centred around the mall’s announcements, anchor retailers and offerings with a goal of driving foot traffic to the mall. Most notably was the Vincent van Gogh campaign which included a partnership with the Van Gogh family, pop-up replica art display of Vincent Van Gogh’s work, direct-to-public stunt, engagement with local elementary schools, social media contesting and various influencer events.
Over the course of three years, hundreds of pieces of coverage were secured in Canadian publications such as: The Globe and Mail, Global News, CBC, Fairchild News, Sing Tao, and Ming Pao, garnering over 2.3M impressions. Additionally, digital campaign components collectively contributed over 70K shares and interactions with the Oakridge Centre Brand.