Outlet Collection Winnipeg
Challenge
With the future arrival of Manitoba’s first outlet mall, real estate leader Ivanhoé Cambridge needed to raise awareness and excitement for their venture. In collaboration with their communications team, we executed a multi-year, five-phase PR plan that engaged stakeholders, shoppers, social media influencers and news/trade media across North America.
Solution
We co-planned events, developed speaking programs, and more for the groundbreaking of the mall and later built and executed a PR strategy to generate buzz for its opening date, job fair, sneak-peek tours, and finally, grand opening. Our PR team wrote speeches, engaged media (including exclusive live interviews with CTV Winnipeg and BNN), coordinated VIPs and elected officials, promoted the career fair, and provided advance tours for media and agency-selected influencers.
Results
In the lead up to and including the grand opening, we achieved 54 media stories from trade publications and news outlets several times over, achieving more than 13 million earned media impressions across Manitoba, Canada and the U.S. We also garnered tens of thousands social media impressions, posts and shares. Thousands of shoppers attended the grand opening, where OCW was officially opened by Ivanhoé Cambridge executives, the premier of Manitoba and the mayor of Winnipeg.
54 Media
Stories
Generated
13M earned
media
impressions