Announcement#HillcrestGlowUp Campaign Wins 2019 ICSC Global Award

#HillcrestGlowUp Campaign Wins 2019 ICSC Global Award

Matte PR is thrilled to announce Hillcrest Mall’s #HillcrestGlowUp campaign earned a silver MAXI Award at the International Council of Shopping Centers (ICSC) Global Awards on May 19, 2019, in Las Vegas. This win was part of the Launch category for shopping centers over 500,001 sq. ft. The ceremony was held at RECon, the world’s largest convention for retail real estate professionals. The ICSC recognizes professional excellence and achievements in the retail real estate industry for marketing, design and development and retail store design.



“We are honored to be recognized for our #HillcrestGlowUp campaign. Matte PR spearheaded the campaign and provided a platform for our community to celebrate the launch of our new wing, while exemplifying our strong value of philanthropy,” says Lisa Resnic, marketing director, Hillcrest. “It has resulted in a burst of pride from our team, our stakeholders and our community. It just doesn’t get better than that!”

The campaign launched in 2018 in conjunction with the expansion of the centre’s north wing and its interior and exterior renovation. Matte PR’s role included strategic planning, media & influencer relations, media partnerships, and an artist activation, resulting in an instagrammable mural continuing to drive engagement towards #HillcrestGlowUp.


An artist is painting wings for the mural at Hillcrest Mall.

A person is pictured standing in front of a painted mural inside Hillcrest Mall. The painted mural is a set of wings.


Matte PR’s media partnership with Toronto Life garnered 1,290,319 impressions and created buzz about Hillcrest’s new retailers like HomeSense/Marshalls (46,450 sq. ft.), Old Navy (15,005 sq. ft.) and Indigo (22,460 sq. ft.), as well as its community partnership with Sandgate Women’s Shelter. The partnership activated the #HillcrestSHERO campaign across print and digital platforms. It drove traffic towards Hillcrest’s donation drive benefitting Sandgate Women’s Shelter by recognizing inspiring female leaders, including Shalini Konanur (SALCO), Danielle Eden-Scheinberg (Dog Tales Rescue & Sanctuary), Joanna Griffiths (Knix), and Dr. Tina Meisami (Dr. Borna Meisami Foundation). Hillcrest celebrated the opening of Old Navy with coding corner workshops hosted by Cityline’s Tracy Moore benefitting Boys and Girls Club of York Region.



“It’s an honour to see the #HillcrestGlowUp campaign recognized at the ICSC Global Awards. We are so grateful to work with Hillcrest under the leadership of the inspiring Lisa Resnic. This campaign was designed from start to finish to give back, supporting some of the community’s most vulnerable,” says Heidi Ruggier, president & founder, Matte PR Inc. “The phrase ‘glow up’ represents a transformation, both inside and out. We thought it was the perfect way to describe what was happening at Hillcrest. The centre has bloomed into a shopping destination with a social consciousness built into its DNA.”

Matte PR would like to congratulate and thank partner agencies TryMus GroupBrees Communications and Media Dimensions, and artists Shayla BondMichelle Vella and Jessica Gorlicky.

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