The 2006 BCSC Purple Apple Awards saw half of its entries come from new participants, suggesting that within the industry, awareness has grown and interest in winning has increased.

Regent Mall developed a program to reassure shoppers that it was a safe home base, free of bullying.

Station Square celebrated New Year’s Eve by staging Tick Tock Rock, a block-wide outdoor music festival.

Around the world, the elephant is seen as a symbol of strength, well-being, dignity, and good luck. Residents of the Los Angeles area encountered scores of colorful, super-graphic posters and billboards of elephants with the tagline, “Live Large”.

Brent Cross shopping centre in London, UK, helped to preserve the legacy of those who struggled through the dark times brought by World War II.

Brent Cross Shopping Center is located in Barnet, North London, one of the most culturally diverse boroughs in Britain. This realization helped the mall develop its Season of Celebration (SOC), a multicultural event designed to “…celebrate and embrace the diversity of the local community, rather than continue with a strategy of religious disengagement which seemed to be failing.”

Diversity-driven advertising is about exercising a marketer’s creative freedom to acknowledge, represent and engage all shoppers. It’s also about realizing that even the mainstream is anything but homogenous, and that there is value in diversity.

There’s a huge opportunity for shopping centers to use public relations more effectively and strengthen their marketing efforts.

Lougheed Town Centre’s “Live & Let Live Project” brought home both a MAXI award and a Maple Leaf Award. The Project brought together diverse members of the community to fight teenage violence, bullying, addiction, and other issues impacting teens.

Bonnie Doon Shopping Center’s shoppers had the chance to win a trip with Santa to his old neighborhood—Nunavut.