FASHION WONDERLAND Quarterly Tenant Meeting Presentation Manulife - - PowerPoint PPT Presentation

FASHION WONDERLAND

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Quarterly Tenant Meeting Presentation Manulife Place Q4 Holiday Programming

24 October 2018

> This year, Manulife Place wanted to develop a highly-memorable 2018 holiday campaign that showcases how Manulife Place and its tenants helps style- conscious Edmontonians celebrate the holiday season in style, and that drives shoppers in to Manulife Place for their holiday shopping needs. > Working with SOS Design, we proposed a Fashion Wonderland concept, that tells the story of a magical experience that places a spotlight on our high-end ofgerings framed with holiday whimsy, like life-sized nutcrackers, over-sized treats and glittery snow. > Plans included a high-fashion photo shoot working with Alberta Ballet to build a positive brand association and source props. SOS proposed a further on-premise activation to leverage and bolster the Fashion Wonderland concept and drive shoppers to the centre.

Background

We wanted the holiday campaign to: > Reinforce Manulife Place as the fashion destination for Edmontonians > Create an immersive, activated experience within Manulife Place > Position a visit to Manulife Place as a “shopping experience” through elevated programming such as a refreshed Only One Night and various programming

• pportunities

> Leverage the look & feel of the Holiday photo shoot to create a cohesive

• n-premise and promotional experience

> Consider tailored, exclusive tie-ins for building tenants to demonstrate they are valued members of the Manulife Place community and treat them with experiences that one can only have at Manulife Place > Consider opportunities for collaboration and cross-promotion with retail tenants > Keep in mind the longer-term potential of this year’s campaign and associated programming

Background (cont.)

Fashion Wonderland Photo Shoot Assets

Campaign: Fashion Wonderland

Campaign: Fashion Wonderland

Campaign: Fashion Wonderland

Fashion Wonderland Installation

Escape to Fashion Wonderland

> We’re building an immersive interactive installation that will be located on the second fmoor of Manulife Place. Visitors are invited to feel the magic of the season by exploring a fantasy environment that fosters IRL experiences and shareable fashion moments through social that cater to the appetites of our target audience.#Mlpwonderland

> Inspiration imagery for our installation display.

Design Process

> Over the past few months, our partners have been working closely with vendors to review the fantastical props in relation to the fmoor plans and wall structures, as well to determine placement and scale. This was a four step process.

Red/White/Green Ca Onion 3 @ Round 3 @ Assorted Red Candy 6 @ Total $ 1880

• 1. Prop Sourcing:

> Vendor sourced potential props that could be used within the installation that could be unifjed through art direction.

• 2. Drawings:

> Working with prop sizes and space, designers created inspiration drawings for vendor to render into space.

• 3. Renderings:

> Multiple renderings with placement of props to fjnalize vignettes were reviewed and exchanged to fjnalize fmoorplan.

• 4. Prop Art Direction:

> Selected props were spec’d and art direction fjnalized with vendor.

Proposed Floorplan

VIGNETTE 3: Nutcracker location Snap shot of Installation location Checkerboard Walkway

Snowbank Snowbank Snowbank

VIGNETTE 1: Stack of presents VIGNETTE 2: Horse Carousel

• Sat. October 6. 2018

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1 6 '

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1 2 '

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4 '

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• Sat. October 6. 2018

Vignette #1

• Sat. October 6. 2018

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Notes:

> Vignette 1 is located to your right upon entry from RBC Pedway. > 3 gifts in foreground are intended for guests to sit on while gifts in background are fmat and add dimension to the area. > All props are approx. scale and suggest proposed fjnishes and colour (Except for candies).

Vignette #2

• Sat. October 6. 2018

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Notes:

> Vignette 2 is located in front of the former Birks retail space. > Main draw is the carousel horse that people can sit on. Additional photo

• pportunities include the spoon and

lollipops. > All props are approx. scale and suggest proposed fjnishes and colour (Except for candies).

Vignette #3

• Sat. October 6. 2018

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Notes:

> Vignette 3 is located on the short wall in front of Holt Renfrew/ escalators. > Main draw is the nutcracker. Lollipops and cookies complete the framing. > All props are approx. scale and suggest proposed fjnishes and colour (Except for candies).

Overview of 3D Renderings

Notes:

> Props are FPO and are not demonstrative of fjnal placement scale, colour or design.

On-site Promotion Materials

On-site Promotion Materials

To create on-site awareness and excitement for the installation, we are developing promotional materials to be placed at key locations throughout Manulife Place. The following examples leverage existing assets like:

> Poster boys which promote the installation while also reinforcing the role fashion plays at Manulife Place > Printed and digital elevator inserts > Street-level window vinyls > In-centre fmoor vinyls in high-traffjc pedway routes to lead foot traffjc to the installation

FASHION WONDERLAND

FASHION WONDERLAND

Promoting Fashion Wonderland

Promoting Fashion Wonderland

We want to create a calendar of engagement tied to Fashion Wonderland, which invites not just regular shoppers, but offjce tenants, and shoppers who regularly frequent other centres in the city to come to Manulife Place. There are three components to consider: we want to build awareness with the general public, engage the offjce tenants and provide our valued retail partners with activation opportunities.

Public Activations

> Wonderland Cookie Giveaway Handout cookies themed after Fashion Wonderland and encourage shoppers to visit the experiential this season and share their visits on social. > Nutcracker Suite Live Providing a new context for Manulife Place’s holiday music

• performances. Running throughout December, musicians

will perform pieces from The Nutcracker Suite. > Alberta Ballet Events As part of our partnership with Alberta Ballet, they will be taking part in several events in the centre in the run up to The Nutcracker at Northern Alberta Jubilee Auditorium. Events include having the sleigh featured in the Fashion Wonderland photoshoot in the centre, as well as a special giveaway as part of the Santa’s Parade of Lights / Grey Cup Parade, and meet and greets with principal dancers.

Offjce Tenant Activations

Fashion Wonderland has something for everyone, and we want to make sure the offjce tower tenants are being enticed to come visit. > Alberta Ballet “Money Can’t Buy” Ticket Giveaway – Ofger tenants the opportunity to enter a draw to win one of 15 pairs

• f exclusive tickets to Alberta Ballet’s

The Nutcracker dress rehearsal on December 6, only available through

• ur creative partnership.

> Tenant Appreciation Breakfast and Hot Chocolate Bar – Invite the offjce tenants to down to Fashion Wonderland for an escape just for them. An exclusive hot chocolate pop-up bar with fun toppings and themed treats.

Social Media Contests and Giveaways

In order to drive engagement, awareness and growth, we will be running an active social campaign including two distinct contests for the public to participate in. > The Alberta Ballet Ticket Giveaway Leading up to Alberta Ballet’s The Nutcracker, Manulife Place will run a contest to win tickets, supported and cross- promoted by Alberta Ballet. This contest is about building awareness and reaching beyond our usual circle of followers. > #MLPwonderland Photo Contest Throughout the run of the Fashion Wonderland installation, we will be running a contest that brings our followers in to the space. By tagging their photos from Fashion Wonderland with #MLPwonderland and @manulifeplace, visitors will be entered to win one of three Manulife Place gift cards.

Social Media Promotion

Social Assets and Guidelines for Tenant Partners In addition to promotions being run through Manulife Place’s accounts, we want to encourage community partners and retail tenants to promote the Fashion Wonderland experiential and share creative assets from the holiday photo shoot. To ensure content is shared appropriately, we will package together messaging, graphics/ visuals and a calendar, which highlights key dates for posting and relevant events.

from Manulife Place

HAPPY MOTHER’S DAY

from Manulife Place

HAPPY FATHER’S DAY

As part of the holiday campaign, there are several key components with deliverables spanning through to January. Each piece reinforces the overall messaging that Manulife Place is Edmonton’s fashion destination; leverages a positive association with Alberta Ballet to target an affmuent, culturally engaged audience; and encourage prospective shoppers to visit Manulife Place. > Avenue Z-fold – the fjrst Fashion Wonderland creative to hit the market, coming out October 25 > Postcards (direct mail and hand out) - being mailed out to key demographics and available to hand out in-centre and at Alberta Ballet events > Alberta Ballet Playbill Ads – Full-page ads in the Sleeping Beauty and The Nutcracker playbills to foster excitement surrounding the Fashion Wonderland installation and holiday programming > Alberta Ballet Video Screen – using creative from the photoshoot, there is a 15-second spot that will air before performances and during intermissions at Sleeping Beauty and The Nutcracker performanceswith #MLPwonderland and @manulifeplace, visitors will be entered to win one of three Manulife Place gift cards.

Traditional Media

Traditional Media

F A S H I O N W O N D E R L A N D

FASHION WONDERLAND

ALBERTA BALLET PLAYBILL ADS DIRECT MAIL POSTCARDS AND RETAIL HANDOUTS AVENUE Z-FOLD MAGAZINE

FASHION WONDERLAND

• reality. Visit the second floor between

FASHION WONDERLAND

FASHION WONDERLAND

How Retail Tenants Can Get Involved

While Fashion Wonderland is intended for members of the public to enjoy we encourage you, our retail tenants to make the most out of the space. We invite you to utilize this space for everything from photoshoots to customer receptions, making the most out of the festive backdrop it will provide. Interested in booking Fashion Wonderland? Reach out to Katie Taylor, Tenant Services Coordinator to make arrangements.

Tenant Activations

While this immersive holiday display will be promoted widely, we have created some tools that you can utilize to share Fashion Wonderland with your

• customers. We are prompting visitors (and our tenants) to use #MLPWonderland

when posting images of Fashion Wonderland online and invite you to follow this hashtag on Instagram and Twitter to watch the conversation unfold and we encourage you to engage and share this content whenever you like. We encourage you to talk about Fashion Wonderland on your social media feeds and make use of the visual assets and content from the campaign. All assets will be available online at manulifeplace.com/tenantprogramming as of November 1.

Tenant Social Engagement

Oct 25 Avenue Z-Fold Cover release Nov 1 – 4 Alberta Ballet’s Sleeping Beauty at the Northern Alberta Jubilee Auditorium

• Playbill Ad
• Video Screen Ad

Nov 5 Postcard mail out date, cards available for hand-out in centre Nov 14 Only One Night and Fashion Wonderland unveiling Nov 15 – Jan 4 #MLPWonderland photo contest Nov 22 – 23

• Alberta Ballet sleigh in-centre

Nov 24

• Grey Cup / Santa’s Parade of Lights

Nov 27 – Dec 3

• Alberta Ballet Ticket Giveaway

Dec 1 – 24 Music at Manulife Place Dec 6 – 9 Alberta Ballet’s The Nutcracker at the Northern Alberta Jubilee Auditorium

• Playbill Ad
• Video Screen Ad

Dec 10 Holiday Hours start at Manulife Place Dec 12 Tenant Appreciation Breakfast and Hot Chocolate Bar

Key Dates and Programming Calendar

THANK YOU