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 (expected to open in spring 2017) had been covered in local Winnipeg media fairly extensively when it was announced in April 2014.
The agency recommended a visual-based strategy: reveal updated plans and visuals to convey project scope and progress, and to demonstrate relevance and appeal to a host of stakeholders such as 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. The visuals were distributed 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 that was made available to them. The event earned at least one story from every major newsroom in Winnipeg, and in social media earned thousands of views and shares.