Mall on the Air: This, That, & The Other

Capilano Mall might provide an exception to the marketing rule that you shouldn’t try to be everything to everybody. The North Vancouver (Canada) shopping center is very much a community destination that works just as well for families wanting a midday snack break as it does for DIYers scouring the Walmart shelves in search of tidbits to spruce up their home offices. “This & That” is the positioning statement that incapsulates the center’s branding strategy and it transfers well to visual communication with the property’s now-signature juxtaposition of images that represent different retail categories: A plate of gyozas and a set of headphones, a cool chair and a new hot-red lipstick, a blue telephone, and some funky sunglasses—you get the picture. Now the center is applying that same “we cater to all” philosophy with the brand new This & That Podcast.

Vancouver-based TV host and producer, Fiona Forbes is behind the mic for the quarterly lifestyle program whose topics will range from stylish finds and good eats to health and wellness, with the underlying goal to promote the center’s tenant stores and service providers. Educational and entertaining is what Capilano Mall hopes that listeners will think of the podcast that will feature Forbes’ interviews with local influencers and experts, beginning with nutritionist, Karlene Karst.  In this inaugural episode that highlights tenant Kin’s Farm Market, Karst is said to debunk common nutrition myths and share some healthy advice.

The This & That Podcast is accessible for free at and through Apple Podcasts, Google Podcasts, and Spotify.

A Bundle of Fun: Park, Play, Snack & Save

Launched in 2018, Rouse Hill Town Centre’s Entertainment Bundle aims to support the Aussie destination’s retailers and offer shoppers the best value for a full on-site experience. From parking passes and coffee orders to movie tickets and meal vouchers, the bundle is simply a ticket to a whole day of fun for a fraction of the total cost. Available to purchase: The Kids Pass (15 years and under) for A$20 (US$15) and Adult Pass for A$25 (US$19)—the discount is worth the small online effort. 

As easy as one, two, three, purchase the package on Rouse Hill’s website, present the ticket at the mall’s Information Center, and receive the bundle in order to join in the fun. Also available online, this year’s feature menu to browse pre-visit as well as terms and conditions of purchase. The ongoing promotion is valid for use at select retailers until November 30 and does not need to be used all in one day. As a cost-effective form of entertainment, the bundle is regularly used for birthday parties, date nights, and general family and friend fun. 

Conceptualized as a way to drive cross-shop and upsell its entertainment customers to other retailers and categories in-center with the supporting “BUNDLE your fun and save” tagline, the promotion not only increases single spend but also offers exceptional value to Rouse Hill’s consumer base.  

“Having the opportunity to visit multiple venues with a meal included at a capped price is very appealing to our value-driven trade area [shoppers],” explained Stephanie Kedicioglu, the center’s marketing manager. 

Since the inception of the bundle, focusing specifically on its entertainment and food catering options, the mall has set an annual goal of the number of bundles to be sold. Using this target and information, Rouse Hill continues to tweak its digital campaign to ensure maximum reach and conversion. The marketing manager shared that, through its digital strategy, the center targeted its MTA consumers using center-owned channels (i.e., EDM database and website), social media channels (targeted and boosted ads via Facebook), and Google Display ads.

A Grassroots Approach to Gifting and Granting

As a response to the devastating impact of COVID-19 on the local arts community, Hudson Pacific Properties (HPP) partnered with Macerich to give more than US$650,000 to artists in Los Angeles through the Vibrant Cities Arts Grant. Designed to support individual artists and arts organizations to either recoup lost funds from canceled programs or support ongoing artistic endeavors, the grant recognizes that artists, influencers, and creators are an essential part of the city’s vibrant culture. The funds are directly associated with the One Westside project, a joint venture between the real estate investment company and leading owner, operator, and developer of retail properties, which is converting the former Westside Pavilion mall into Google’s newest Los Angeles campus.

Described by Chris Pearson, Development VP, Planning & Government Affairs, HPP, as a financial lifeline to a wide range of artists, the program’s specific focus is on supporting people of color, female, and LGBTQ+ creators. Additionally, special consideration will be extended to those presenting work on social justice issues, civil rights, and the environment. 

“[Hudson Pacific Properties is committed to creating and cultivating communities that champion diversity and inclusivity and afford the opportunity for everyone to succeed. We have decided to give special consideration to minority groups in order to uplift communities and voices that are often underrepresented. Los Angeles represents a fusion of different cultures and perspectives. We believe that it is critical to support artists and organizations that embody the diversity that makes our city so unique],” he explained.

The partners reached out to LeBasse Projects, an international arts and culture consulting firm, to help manage and promote this community initiative. Specializing in public art programming, cultural placemaking, and urban design, the firm collaborates with artists and clients to develop and execute festivals, performances, immersive activations, and experiential installations. With a nominal budget available, the team carried out a grassroots marketing strategy that included digital, social, newsletter advertising, and word of mouth. In addition to releasing a press release, HHP and Macerich pitched select local artists, groups, organizations, and arts-focused media to generate awareness. With more than 800 applications submitted in ten days, the public response demonstrated the importance and need of such grants and initiatives during the ongoing COVID pandemic.

Break Cultural Norms and Join the Goodfight

At first glance, Goodfight’s homepage reads like a magazine. As if flipping the pages of print or swiping a digital one, its page automatically moves in a horizontal direction (R-L) showing diverse faces, non-traditional hairstyles, androgynous looks, simple scenes, as well as switching from urban to nature feels. Located in the bottom right corner is a pair of square-shaped little icons that allow the visitor to swap from full page to long line (or a conveyor belt design) of all the same photos. With each snapshot serving as a link, the visitor has the option to check out lookbooks, previews, and visual editorials dating back to 2018. 

With no brand story or history included on the site, it requires a shallow online dive to learn more about the Los Angeles-based fashion lifestyle brand and creative studio. The online shop looks like a clean collage or fashion-forward Instagram feed. Move the cursor from one “post” to the next and the user will see a slight change of presentation of the product and its name and price appear. The visitor can either casually browse a mix of the collection under the “New Arrivals” section or shop by PPE, outerwear, knitwear, tops, bottoms, jewelry, accessories, objects, and gift cards, among other categories. 

A trio of main menu tabs worth a shout out: “Archive”, “Good Life” and “Mood.” The first offers a unique way of exploring Goodfight’s lookbooks and editorials via snapshots, links, vertical and horizontal navigation, and creative design. The second leads to an introduction and a list of a dozen names that represent an ongoing conversation (interview style) with community members. Made up of photos, illustrations, clips, videos, moving images, and memes, the third displays a diverse collection of creative content arranged by date.

BYOB: Bring Your Own Bottle

Eliminate waste at your place. With this little piece of advice, One Less Bottle is on a mission to revolutionize the way consumers shop for everyday essentials and update their relationship status with the material from single use to reuse. Comparing this sustainability initiative to the evolution of the shopping bag, One Less Bottle believes that all it takes is a shift in mindset. To date, the team has saved 1,500+ bottles from landfill. Teaming up with Aussie retail properties, Parkmore Shopping Centre (Parkmore – Keysborough) and Barkly Square (Brunswick), One Less Bottle is encouraging shoppers across the state to join in the zero-waste movement by refilling their eco-friendly home and body products at one of its conveniently located automatic refill stations. 

Parkmore is home to a pair of those refill stations—one for home-cleaning products and one for body-care products. 

According to One Less Bottle’s website, when it comes to participating in the process, the opportunities are endless: Refill at any time (day or night) and use a bottle, jar, container, or bucket. After locating the nearest refill station, consumers have to follow three simple steps: Select the product (press the button to choose the desired refill volume of either 500ml or 1 liter), pay for the selection, refill the bottle by placing it under the allocated nozzle, and feel to repeat regularly.

Offering accurate fillings and competitive prices, One Less Bottle sources all of the products in Parkmore’s stations from Victoria-based suppliers. Although primarily targeting eco-conscious consumers who are willing to seek out alternatives to big-box stores and mainstream supermarkets as well as travel to purchase such products, the stations also attract the attention of conventional shoppers who have yet to discover or consider eco-friendly options.

As a partnership, One Less Bottle and Parkmore have both relied heavily on word of mouth and social media to promote this initiative. The center has also focused on attracting and converting existing shoppers via in-center signage and activations, public announcements, and online event listings. Considering direct feedback from shoppers and retailers, in addition to social media engagement, the public response has been extremely positive, with shoppers interested to learn more about the products, pricing, and approach to shopping. The center has achieved strong reach through four unique posts across external community-based Facebook pages. Notably, Parkmore’s page posts indicate 11,138 reach and 2,440 engagement. 

“We understand our role includes looking after the environment to meet the needs of current and future generations and ensuring our assets and operations contribute to a positive future for all our stakeholders. GPT customers provide consistent feedback that our focus on social and environmental sustainability initiatives has inspired and supported them to implement similar actions in their own lives and so the One Less Bottle initiative is a natural fit at Parkmore,” said center manager, Elizabeth Galle.

As a bonus, there has been no cost to the center to deliver this initiative. Parkmore provides in-center space to One Less Bottle, which collects the sales from the stations—A$6.99 (or US$5.40) per liter.

Across industries, sustainability and corporate responsibility continue to top the list of business values, practices, and commitments. With this in mind, Parkmore has implemented a number of other consumer initiatives at its property, including BYO coffee cups, bag library, and eco-bag craft:

BYO coffee cups: Working with all of its café and coffee shops, the center provides a 50-cent discount to shoppers who bring their own cup or mug.

Bag library: Offering a public drop-off point where shoppers can leave single-use or reusable bags to assist those who have forgotten their own reusable bag when stopping by to do their household shopping, Parkmore supports the transition of consumer behavior, initiated by the state government’s plastic bag ban.

Eco-bag craft: Inviting families to bring a plastic bag to its craft station to swap for an eco-friendly calico one, Parkmore’s school holiday activation allowed students to personalize their bags using a variety of provided materials.