THE CLIENT

LOOK2016 is a premiere event and the largest fundraiser for Contemporary Calgary. It took place October 22, 2016 with Steve Martin, Adam Gopnik and Lainey Lui and a sold-out crowd and raised over $3 Million. That kind of success does not happen without massive support and a steadily-fuelled engine of promotion. The largest promotional opportunity for LOOK2016 is hosted by its generous, long-time sponsor, Holt Renfrew, one month before the event – a win/win/win for everyone involved.

THE BRIEF

Produce a private shopping event in support of LOOK2016 (fundraising and promotion/buzz) that is a win/win/win: a win for the attendees who get a great night out and experience one-night-only excitement and value; a win for Holt Renfrew as a sponsor and as a retailer; and a win for Contemporary Calgary as they raise awareness  and sell tickets for LOOK2016.

THE EVENT

Holt Renfrew is no stranger to community support; the luxury retailers holds several after-hours private shopping nights for their customers each year that raise awareness while donating a portion of all sales. For LOOK2015, the Holt Renfrew PSN resulted in a promotional boost and a donation (from Holt Renfrew, who donated  10% of all sales). This year, we knew we wanted to build on that and make a bigger impact. For 2016, the event was ticketed – $10 got you in the door for a fabulous one-night-only shopping night complete with bubbles and treats and a fashion presentation displaying ‘looks for LOOK’. The CORE (TD Square/Holt Renfrew) stepped up to offer a $25 gift card to the first people through the door, which made that ticket a hot deal for those who arrived first. Tickets to LOOK2016 were also available on site. This year, ticket buyers were given additional incentive to buy that evening because they would receive a Holt Renfrew Gift Card (good for any purchase that evening) worth 50% of their ticket purchase. And of course, Holt Renfrew generously donated 10% of all sales (including from those gift cards) to Contemporary Calgary’s LOOK2016 fundraising total. Guests were treated to a fabulous night out and got a great deal on LOOK tickets. Holt Renfrew experienced one of their most successful shopping nights. Contemporary Calgary sold tens of thousands of dollars in tickets and received a boost to their LOOK2016 fundraising goals. Win. Win. Win.

THE RESULTS

Guests were treated to a fabulous night out and got a great deal on LOOK tickets. Holt Renfrew experienced one of their most successful shopping nights. Contemporary Calgary sold tens of thousands of dollars in tickets and received a boost to their LOOK2016 fundraising goals. Win. Win. Win.

*Photo Credit Phil Crozier, courtesy of Holt Renfrew

READ: Event in Review, Holt Renfrew PSN for LOOK2016 Contemporary Calgary