Ivanhoé Cambridge, a global real estate developer, engaged McKim to develop and organize a compelling groundbreaking event in fall 2015. The Outlet Collection Winnipeg development (opened in spring 2017) had been covered in local Winnipeg media fairly extensively when it was announced in April 2014.
For an official ceremony to mark the construction phase of Manitoba’s first outlet mall, the agency recommended a visual-based strategy that would resonate with targeted groups. The plan involved a reveal of the plans and visuals in order to convey project scope and progress; and it demonstrated relevance and appeal to all stakeholders, including news media, project developers, government, and consumers and retailers inside and outside of Manitoba.
In preparation, a video of the outlet mall and renderings were packaged and an infographic was created to visually showcase the mall’s most attractive assets – all of which were distributed in multiple ways on event day. To add another visual layer to the groundbreaking activities and speaking program, renderings were on display and executives and stakeholders wore branded hardhats.
Every newsroom in Winnipeg attended and used the multimedia content provided. The event earned at least one story from every major newsroom in Winnipeg, and in social media earned thousands of views and shares.