Sunridge Mall

Tree Lighting and Christmas 2010

Challenge

The Sunridge Mall holiday campaign is broken into two distinct phases: the Tree Lighting and the ensuing shopping season. The Tree Lighting at Sunridge Mall is the largest outdoor tree-lighting event in Calgary and, held in mid-November, signifies the launch of the Sunridge Mall holiday season. The event includes a visit from Santa and various fun activities for families to enjoy.

Once the Tree Lighting event is over, the mall makes a seamless transition into a holiday-focused campaign with ongoing promotions and events that help draw people to the shopping centre. A number of new family activities were also going to be introduced during the holidays (such as an ice rink and Festive Family Fun nights) and needed to be communicated to the community.

William Joseph Thinking

William Joseph wanted to create a vibrant campaign built on the joy and tradition of the holiday season and focused on creating lasting holiday memories and bringing the community together.

The colour palette was done in rich jewel tones and the imagery was treated to have a look and feel similar to Norman Rockwell paintings.

The Tree Lighting event and the Sunridge Christmas campaign consisted of more than 100 pieces, including directories, in-mall print and digital signage, community ads, decals, direct mailers, social media initiatives and an online contest.

Results

The campaign was considered a success and helped grow the mall’s Facebook fans from 40 to more than 500. In addition, the mall’s holiday direct mail campaign achieved a 10 percent redemption rate.