Gift Wrap: Richmond Centre brings the snow

The BC mall has turned the holiday season into a promotional extravaganza, using new media to engage kids and bringing real snow in-mall for Santa.

If you’re a kid in Richmond, BC, then you can count yourself lucky come Christmas every year.

The Richmond Centre mall, one of the region’s largest, has been building its Christmas promotional activities every year in an endeavour to be the most festive shopping experience in BC.

Under the banner ‘Believe,’ the mall has once again unleashed its holiday spirit on the Lower Mainland.

Created by Vancouver-based Inventa, this year’s holiday campaign once again features a kid-focused microsite, featuring interactive game ‘Catch the Snowflakes,’ a ‘School of Christmas’ information section and a video ‘Elf Pledge,’ which children are encouraged to take before they visit Santa.

The promotion really comes alive at the mall itself, though, where an elaborate Santa photo station will feature a ‘Snow Show’ wherein real snow will fall in the mall.

It is the first time a mall in Canada has featured such an execution, a spokesperson for Inventa tells MiC. Children can also collect a series of 40 AR-enabled elf trading cards when visiting Santa, and collect them in a new trading-card book.

The holiday festivities at Richmond Centre are being promoted with banner display ads on the Weather Network (as seen above) and on the Vancouver Sun website.

Related stories: Richmond Centre hosts Santa 3.0

The Richmond Centre ad, as featured on The Weather Network website.