Bower Place Shopping Centre has grabbed a share of an award from the International Council of Shopping Centers.
The Red Deer mall was among a group of shopping centres to receive a Gold Maple Leaf Award for cause-related marketing. They combined to stage a Hands Up Canada campaign, which focused on Canadian Paralympic athletes competing in the 2010 Paralympic Games.
Fundraising, public education and support for the athletes were all emphasized.
Originally involving 12 Bentall LP managed shopping centres, the Hands Up Canada campaign expanded to include to 30 centres across Canada.
The award was one of a number presented at the ICSC awards gala earlier this month in Toronto. Receiving recognition in the New Media category was Parkland Mall and its marketing director, Tricia Dumouchel, for their involvement in developing a creative website template tagged “Go Browse.”
The International Council of Shopping Centers is a trade association with more than 55,000 members in over 90 countries.
Its Global Awards program honours achievements in marketing, design and development of retail properties, and retail store design.