Park Royal Shopping Centre
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Greening retail to promote sustainability in action
- strategic counsel
- creative development
- production management
- media relations
With 280 stores, Park Royal Shopping Centre is the largest retail complex on Vancouver’s North Shore.
As a central hub for residents, Park Royal recognized that it had an opportunity to reduce its ecological footprint and make a large impact by greening its operations. In 2007, Park Royal launched the Sustainability in Action program, as part of the Centre’s strong commitment to become a socially and environmentally responsible leader in its community.
Park Royal engaged Junxion Strategy to develop a comprehensive communications and engagement plan for the Sustainability in Action program. Junxion devised a strategy to communicate Park Royal’s direction without detracting from its primary business focus as a shopping centre. Junxion managed that balance with a communications approach centered on interactive engagement with staff, tenants and shoppers.
To introduce Park Royal staff and tenants to Sustainability in Action, Junxion recommended launch events for staff and tenants, focused on direct and indirect message delivery customized to each group’s needs, and produced all the event collateral. The public facing side of the Sustainability in Action program began with a micro-site, designed by Junxion. The micro-site utilized clean, fresh design along with program information and resources to create a comprehensive, “one-stop-shop” for visitors seeking information. In order to reach the target audience at Park Royal, Junxion produced an information kiosk, made from sustainable material, that will sit permanently at the centre of the mall and showcases Sustainability in Action, along with green products, brochures and information handouts.
Junxion is currently supporting Park Royal’s external launch of the Sustainability in Action program to customers, the general public, and the business and retail community. A media outreach strategy was designed to gain coverage in local dailies and industry publications. Adding to the challenge was garnering interest in a topic that many feel has lost its appeal: going green. To overcome this, Junxion pitched different story angles, focusing more on Park Royal’s multi-level commitment and the idea of an empowered consumer.
Junxion will continue to assist Park Royal in developing a brand that consumers can trust, and one that inspires staff, tenants and shoppers to implement green strategies in their own homes.
