BRAMALEA CITY CENTRE LETS TEENS "HAVE IT ALL"
By Adnews Staff
The Bramalea City Centre is testing a pilot program for its teen customers, a loyalty card system called "Have It All" that offers teens 12- to 16-years-of-age free gifts, discounts and gift certificates at participating retailers in the shopping centre. "Have It All" began a three-week trial run earlier this month. At the end of the test period the centre will evaluate its success and consider extending the program. The loyalty card was created to strengthen the shopping centre's appeal to the teen market, which comprises a significant part of the its customer base, according to Scott Harris, director of marketing at Bramalea City Centre. "Have It All" is being supported with a direct mail push, in-mall signage and a print advertising campaign. The program and supporting promotion and advertising was created by G/Comm Marketing Inc. of Mississauga, Ontario. Public relations for the centre are handled by The Communications Group Inc. of Toronto.