The CORE (TD Square/Holt Renfrew) is Calgary’s only urban shopping destination, located on Stephen Avenue Mall in Calgary, Alberta. Each year, The CORE produces a spectacular after-hours holiday shopping event called ‘Twas the Night in November to kick off the holiday shopping season.
Boom Goes the Drum collaborated with The CORE’s PR agency, Anstice Communications, to develop an unforgettable media launch for ‘Twas the Night, 6 weeks prior to the big event. The goal was to present an elevated, intimate ‘Twas experience thrilling enough to inspire coverage strong enough to support The CORE’s promotional efforts for their signature event.
The night was all about luxury, with a VIP guest list of Calgary’s top 20 media personalities.The always bustling shopping centre was now stage to a serene dinner party under the moonlit sky, beneath The CORE’s expansive skylight. The evening was set on a 30 foot long pedestrian bridge in the centre of the mall that we transformed into an ultra exclusive, intimate, after hours, dinning experience.
The private DJ set the mood for a fashion show between the delectable courses provided by the Metropolitan Grill atop a shimmering, white, catwalk dinner table. The dessert service was not just about sugar plums, twenty black clad servers dramatically presented each guest with the 2013 entertainment line-up, a signed copy of Jann Arden’s latest album.
Brand integration was a vital element for this event. Each media attendee was gifted an individually selected gift from a CORE retailer (H&M, Holt Renfrew, Harry Rosen, and more), as well as gifts from Michael Kors, The Metropolitan Grill, and more. Branding elements included personalized place-cards and menus, and branded media kits.
Boom Goes the Drum partnered with Anstice Communications to produce this event. Boom Goes the Drum production included:
- Event Concept Collaboration
- Table/Runway Design & Construction
- Event Logistics
- Staffing & Talent Management
- Theatrical Presentation
- Runway Production
- Brand Integration for retailers (including The Metropolitan Grill, Michael Kors, Holt Renfrew, and more) and ‘Twas the Night Talent (Jann Arden, Dan Levy)
The event resulted in record-breaking success for The CORE and contributed to record-breaking pre-event media coverage for the ‘Twas the Night. In addition, it received industry accolades including the following award nomination and wins:
- International Gala Special Event Award, 2013 – Best Event Marketing Event
International Gala Special Event Award, 2013 – Best Table Design (WIN)
ICSC Canadian Shopping Centre Awards, 2014 – Best Public Relations (WIN – GOLD)