Burlington Downtown’s Shop the Neighbourhood™ Campaign wins Yellow Pages Group’s Community Spirit Award
Burlington Downtown has been named winner of the Yellow Pages Group‘s Community Spirit Award for its’ Shop the Neighbourhood™ campaign that ran for the month of November, culminating on Shop the Neighbourhood™ day, November 30th. The Yellow Pages Award also carries with it a $10,000 cash prize to be used towards beautification efforts in Burlington Downtown.
Shop the Neighbourhood™ (STN) is an initiative of the Yellow Pages Group (YPG) launched to support and highlight the contribution of Canada’s small businesses to the enrichment of neighbourhoods and local economies. The Shop the Neighbourhood Day™ (Saturday November 30th) was strategically positioned on the busiest shopping weekend of the year – wedged between Black Friday and Cyber Monday.
When Yellow Pages Group announced in mid-October the launch of their Shop the Neighbourhood™ Campaign in communities across the GTA, the Burlington Downtown Business Association immediately jumped on board,” said Brian Dean, Executive Director of the Burlington Downtown Business Association (BDBA). “We were inspired by the tone of the campaign – which aligns well with what we are working towards in downtown Burlington – a focus on the importance of a vibrant community experience.”
The Burlington Downtown Business Association promotional campaign to support Shop the Neighbourhood™ included a social media campaign, print ads, and media relations. The BDBA created a ♥ OUR HOOD program, soliciting input from individuals within the community to share their favourite aspects of downtown through social media, and most notably captured on a branded chalkboard appearing in various locations downtown throughout November. Storefronts were decorated in themed yellow and black, and in addition to promotions, and discounts at more than 50 businesses, patrons spotted carrying yellow shopping bags were awarded with gift cards as a way of saying “thanks” for the support.
“Burlington Downtown captured the spirit of this campaign by connecting the community to the people and personalities of downtown,” said Andre LeBlanc, Director of Marketing & Communications, Yellow Pages Group. “The ♥ OUR HOOD promotion involved the community and enabled people to show their spirit and appreciation for Burlington Downtown.”
“We were truly blown away by the enthusiasm for the campaign. What makes our downtown community so special is that Burlingtonians are truly passionate about their downtown – and the chalkboard was a great way for people to express that passion,” said Jason Stoner, Chair of the BDBA Board. “This was a campaign that was brought to life by some very engaged members of our community through videos and even visits to classrooms at Central Public School. The success of the program exemplifies what this community is really all about”.
“Shop the Neighbourhood™ isn’t about supporting local businesses on one day of the year,” said Andre LeBlanc of Yellow Pages Group. “Small businesses employ 48% of the private workforce in Canada with estimates that they contribute between 25- 40% to the Canadian GDP annually. Every time we choose to support a local independent business, we contribute to building our local community and the Canadian economy.”
Although the local campaign was initially launched to support the Shop the Neighbourhood Day™, the downtown ♥ OUR HOOD Project will be continuing in 2014. Look for the chalkboard at events and activities in the New Year.