In a recent PR class, we were discussing pseudoevents. What they are? What they're goals are? A pseudoevent is an event used for the purpose of gaining media publicity and Portage Place Mall has been known to host these events from time to time.
One majorly successful pseudoevent that I can recall is when Meaghan Waller, winner of last year's Canada's Next Top Model was announced to appear for a meet and greet in August of 2009. Miss Waller also happens to be a Winnipegger and Winnipeg really used this opportunity to crowd the mall insanely for the short two hour period. Many Many photos were taken of this event as well as autographs,complimentary coupons from Cover Girl were given, and makeover events were being held in the beauty salon at the mall's Shoppers Drugmart.
This was a key element in gaining publicity for the mall. On a weekend basis, Portage Place competes with larger malls such as Kildonan Place, Polo Park, and St. Vital. Many people choose not to shop downtown, for lack of parking mostly, among other reasons. For Portage Place, hosting pseudoevents such as this past one, is a great way to keep consumers interested and not forget about the greatness of which is Portage Place.
Side Note:
I find it quite contradictory that the mall is hosting a "No Plastic Bag Day" on January 25th in an effort to reduce the use of plastic bags being used. CTV will provide 150 reusable shopping bags to customers who bring in their plastic bags. The first 150 customers to do so, will receive one free bag. Unfortunately while the mall is making this effort in going green, they have yet so install a recycling system in their food court.
Malls are often a great place to look for pseudo-events; this one would have attracted many customers, I'm sure!
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