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February 2006 - Strategy Magazine
Up Front

Brands can play at this mall

by Randi Bokor
page 9

A Cathay Pacific airplane landed in B.C.'s Richmond Centre Mall late last month, giving young kids a place to burn some energy. And according to Leslie Matheson, marketing director at Richmond Centre, which has traffic counts of up to 12.5 million each year, the mall is looking to add more branded playgrounds targeting an older kid demo in the near future. 

 "We're looking at more of a computer and technology-based area. So we're still trying to figure out something for children over five that would be interesting to them," she says.

 For the Cathay Pacific brand hookup, Matheson says she chose the airline for its family-focused, neighbourly brand attributes. The fact that the mall is so close to the Vancouver International Airport and that both the mall and airport have a high Asian demographic, at 45%, also played a part in the decision.  -

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