Cornwall Centre is the largest and most diverse shopping centre in southern Saskatchewan. Situated in the heart of downtown Regina, it is the city’s marquee shopping and fashion destination – containing over 90 stores that include Hudson’s Bay, lululemon athletica, Sephora, Bath & Body Works, American Eagle, Birks, Danier and Roots, to name a few.

The Challenge

Cornwall Centre engaged Arcas to help collaborate with their client marketing team to create a promotional advertising campaign that would help increase mall traffic as well as sales of gift cards.

Gift card sales objectives included achieving a 3% increase in 2014 over sales from the same period during 2013, as well as increasing card sales during the key Christmas/holiday season.

The Thinking

Gift card campaign creative would utilize a combination of fashion-centric art direction to match the mall’s ongoing seasonal fashion campaigns as well as contesting and added promotion/media weights during the key Christmas/holiday gift-buying season.

Strategic media planning determined external advertising would ideally be supported with consistent in-mall advertising to capture point-of-sales traffic – as well targeting Cornwall’s healthy social media followers (1300+ on Twitter and 14,000+ on Facebook).

Gift card creative launched in November 2013 carried through 2014. New gift card designs were executed by the Arcas team, as well as fashionable card holders. Outdoor billboards were the primary advertising medium, while six new Regina transit bench placements were chosen in suburban residential areas as ‘think downtown shopping’ beacons to help create additional top-of-mind awareness versus shopping destinations outside of the downtown district. In-mall mediums included hanging hallway banners, digital screens, ad placement in the mall directory brochure and backlit posters situated throughout the mall as well as at Guest Services.

During the winter holiday season, a gift with purchase program was also utilized to help drive sales and potentially increase the average gift card spend.

The Result

The campaign results were very successful, exceeding client expectations and projections.

•    $1.16 million in Cornwall Centre Gift Cards sold in 2014.
•    811,396 Cornwall Centre Gift Cards sold in December 2014 alone – an impressive 12.7% increase over December 2013.
•    4.3% Increase in Gift Card sales in 2014 over 2013.
•    5.2% shopper traffic increase in December 2014 over December 2013.
•    1.6% Increase in overall shopper traffic in 2014 over 2013.
•    6.5% increase in total mall sales in December 2014 over December 2013.
•    1.7% overall mall sales increase in 2014 over 2013.
•    $9.7 million in food court sales in 2014 – up 3.7% over 2013.

Cornwall Centre Marketing Director, Krista BeBeau, had this to say about the campaign and its results, The campaign results were fantastic. And once again, we were most pleased with Arcas and their collaborative, insightful approach in helping us meet and exceed our objectives. Their appropriate and results-minded strategies, media planning and creative executions always deliver for our brand and did so once again for this initiative.”