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Campaign

St. Vital Centre

Spark Campaign

Campaign Highlights

A Stylish Launch

BACKGROUND
In April of 2014, we launched Spark, St. Vital Centre’s fashion and lifestyle blog. To introduce Spark, we developed a launch campaign to create awareness and drive traffic to the site.

INSIGHT
The campaign headline – "Let Sparks Fly" – was a nod to the blog name, and also aimed to create a sense of excitement and celebration. We photographed the model holding sparklers commonly used at parties, which reinforced the celebratory mood and made for beautiful, memorable creative. The campaign’s imagery and language created anticipation and excitement – announcing the start of something amazing.

The launch campaign included a transit buy that blanketed city buses with Spark creative. The full-coverage pieces included a king, extension, and headliner, covering one full side for huge impact and awareness for Spark and St. Vital Centre. The large purple headliner could be seen from a great distance away, and a sparkle attachment at the centre of the sparkler caught light for something unexpected and truly special.

Large decals were applied to hoarding just adjacent to the Centre's high-traffic Food Hall. As with the buses, the bulkhead piece could be seen from across the Food Hall, and the larger-than-life model images stopped shoppers in their tracks.
We designed big box and leaderboard ads, in conjunction with Facebook ads, to supplement the campaign online. We further supported the launch with eblasts to St. Vital Centre’s large database that announced the blog and contained previews of several Spark posts.

RESULTS
During the four-week campaign, Spark reached over 8,000 page views. Sales in the Women’s Wear category increased by 5.8%, and overall Centre sales also increased 5.6%.