Ivanhoe Cambridge begins Heartmelt Hotel campaign
Toronto-based real estate developer Ivanhoe Cambridge has begun a campaign called “Heartmelt Hotel.” The promotion takes the form of an experiential installation that will travel to seven of the company’s shopping malls nationally between April and July. The installation consists of several themed rooms intended to resemble the rooms in a 1970s motel. Each room includes 2D and 3D applications that promote the Ivanhoe Cambridge brand. This is the first of a series of experiential promotions the company has planned for the year.
Participating shopping malls will include Southgate Centre in Edmonton, the Bayshore Shopping Centre in Ottawa, the Guildford Town Centre in Surrey, BC, the Oshawa Centre in Oshawa, ON, the Mapleview Shopping Centre in Burlington, ON, the Mayfair Shopping Centre in Victoria and Place Montreal Trust in Montreal.
“We take great pride in understanding our customers’ needs,” said Tracy Smith, senior vice-president of retail marketing and innovation at Ivanhoe Cambridge. “We know shoppers today are looking for engaging experiences. We’ve created an experience that’s much more than shopping. It’s an entirely new social space that will spark visitors’ curiosity and encourage them to dream and explore.”