Richmond Centre conducts Get Spotted Shopping promotion
The Richmond Centre shopping mall in Richmond, BC recently conducted a promotional campaign called "Get Spotted Shopping." During the initiative, promotional workers distributed 238 gift cards worth $50 to randomly selected shoppers. The promotion, tied to the mall's current "Caught" advertising campaign, was intended to introduce the centre's new gift cards. The campaign, which makes use of a hunting theme, includes broadcast, print and out-of-home advertising. The promotional workers at the mall were presented as rangers on patrol for shoppers. "The idea of hunting as a metaphor for serious shopping is something we've been able to have a lot of fun with in our marketing," said Leslie Matheson, marketing director at Richmond Centre. "By offering customers the opportunity to 'Get Spotted Shopping' while at Richmond Centre, we're intensifying the thrill of the hunt while also enhancing shoppers awareness of the new card. It is also providing us an innovative way to listen directly to our customer." Richmond Centre is owned and managed by Cadillac Fairview and Ivanhoe Cambridge.