Overview

The Glebe is located just south of Ottawa’s downtown area and is one of the most historic and attractive communities in Ottawa. The stretch of Bank Street that runs through the Glebe is one of Ottawa’s premier shopping areas, with many small stores and restaurants offering a wide variety of services.

Bank Street was closed for a good portion of 2011 to replace the 100-year old water and sewer pipes and a deteriorating road. There had been a significant drop in sales in the Glebe due to the road closure during the construction phase and the Glebe Business Improvement Area (BIA) needed a plan to entice shoppers back to the Glebe after Bank Street reopened.

History

The Bank Street Reconstruction Project represented the ideal opportunity to beautify the look and feel of the main street and showcase the “new” Glebe business district to the community and to the rest of Ottawa.

Our role

To attract new shoppers and increase the spend of current shoppers, OTC developed, managed and executed a loyalty program in the form of a contest that rewarded users with the opportunity to win a $10,000 “Glebe-Spree”. Participants were issued a Glebe Passport and received a sticker for every $20 spent in the Glebe. Once a page totaled $200 worth of stickers, the page was removed and entered into the draw.

The promotion was supported by print ads, online ads, newspaper inserts, guerilla marketing and social media (Facebook, Twitter and blogs). 

The feedback from the client and the Glebe businesses was overwhelming! Members were so thrilled with the response from the public that they are considering making this promotion an annual event.