In 2018, Hillcrest launched its much-anticipated $90-million North Wing reconfiguration including interior and exterior upgrades throughout the centre. Matte PR spearheaded a 360° campaign, including media and influencer relations, media partnerships, centre court activations, and a ribbon cutting event to raise the profile of the transformation. We called it the #HillcrestGlowUp. The renovation ushered in a new era for Hillcrest. A contemporary collection of retailers arrived through the fall, matching Hillcrest’s updated look. Modernized flooring, lighting, ceiling treatments, and an upgraded food court created a new mood in the centre.


Our #HillcrestGlowUp campaign began with an exclusive media hard hat tour of the new space + retailers. Next, Matte PR managed paid partnerships with Toronto-based influencers, where they visited their favourite retailers and shared Hillcrest’s new key features with their niche audiences.

Photo Credit: Sasha Exeter

Matte PR provided strategic counsel to Hillcrest for activations such as ‘Hello Kindness’, an initiative in partnership with HomeSense and Sandgate Women’s Shelter. Old Navy and Tracy Moore hosted coding corners benefitting the Boys and Girls Clubs of Canada. The new North Wing was launched with a ribbon cutting ceremony where artist Jessgo live-painted a step-and-repeat angel wing mural. The backdrop garnered countless impressions on Instagram as Hillcrest’s shoppers posed in front of it through the fall and holiday season.

Photo Credit: Renee Suen


By the end of the year the #HillcrestGlowUp campaign had garnered 66,061,095 impressions. Through our media partnership with Toronto Life, our work reached the Greater Toronto Area, with content geo-targeting Hillcrest’s primary and secondary trade areas. Content included a series of sponsored stories (online and in print), Instagram and Facebook posts, as well as Hillcrest’s SHERO campaign featuring four local entrepreneurs and their philanthropic stories.

Our campaign even won an ICSC MAXI Global Award for marketing excellence.


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