Bramalea City Centre, Scarborough Town Centre, and Yorkdale Shopping Centre teamed up to give kids the gift of reading, and teach them safety tips in case they became separated from their parents in a mall. An original 24-page color book was commissioned for the promotion; all sales proceeds benefited Read Canada.

Breton Village has developed a reputation for tying into a good community cause—the Special Olympics. The mall hosts a Festival of Trees promotion, beginning with a two-week public display of designer Christmas trees. Shoppers can vote for their favorite for a $1 contribution to the Special Olympics. The trees are later sold to the highest bidder at an auction gala.

Penn Square Mall’s “Club Santa” has successfully combined fun and festive. Initially designed to help ease the anticipation of waiting for Santa to arrive, the club has grown into something greater.

Shoppers at Mall of Orange had the chance to win their own Valentine’s Day gift. Shoppers chose three gift items worth $150 from over 50 stores, listed them on an entry form, and deposited it in an entry box. The mall purchased three winners’ #1 prizes for them. The merchants were pleased with the extra, cost-free traffic.

Woodbine Centre combined a direct mail piece, a window display contest and free giveaways for its Valentine’s Day promotion.

Sheppard Centre aimed to include everyone in its Valentine’s Day promotion, “Follow Your Heart to Sheppard Centre”.

Everett Mall’s kissing marathon was designed to see who could maintain the longest lip lock after 13 hours. The exposure the event received was tremendous: a live radio remote, front-page coverage in two local papers, and a segment on the evening news.

On Valentine’s Day, Mall of America’s Rotunda was host to 92 simultaneous weddings. The mass ceremony was conducted by a county district court judge, and broadcast live on a co-sponsoring radio show. All 92 couples were flown (together) on a honeymoon trip to Mardi Gras in New Orleans.

Although Fox River Mall was enjoying sales increases, the fine jewelry category ranked well below other merchandise areas in market share. An innovative telemarketing campaign titled “A Gift of Jewelry? Bright Idea!” was created to increase jewelry sales two weeks prior to Valentine’s Day. The mall’s jewelry merchants exceeded the previous year’s sales by 11 percent.

When municipal records showed a 69% increase in dog licenses issued, Brentwood Mall saw the opportunity to hold an event. “Paws on Parade” included a ‘Pet-Owner Look-alike Contest’, dog obedience performances, an obstacle tournament for dogs, a pet fashion show, and a hamster race. The promotion produced a noticeable increase in traffic and received extensive coverage. Non-profit interest groups raised $3,000 and the local S.P.C.A. found homes for 30 dogs and cats.