Photography by Rick Denham

Q & A with Rick Woodward, Marketing Director at the Pen Centre

1. What do you think of the Niagara Original brand?
I loved the idea of branding Niagara when the concept was first developed five years ago. In fact, before the development of the "Niagara Original" brand, we developed a logo for the Pen Centre called "Niagara Proud" that we included on all advertising and communication materials. It was our attempt to demonstrate the strong relationship we have between the Pen Centre and the Niagara Region.

2. How long has the Pen Centre been using it?
We have been using the Niagara Original brand "shopping" logo for a couple of years now.

3. How do you utilize the brand?
We include the logo on all of our magazine advertising, newspaper and other print advertising, on Pen Centre brochures that are distributed in the mall as well as throughout the Niagara Region via Niagara Falls Tourism, on the Pen Centre's monthly full colour newsletter called the PenLetter as well as other applications.

4. What benefits do you feel it brings to the Pen Centre?
The benefits are difficult to quantify, however the iconic logo speaks to living and working in a very unique part of Canada. It gives us at the Pen Centre an opportunity to boast about Niagara and to let everyone know that we are part of a much larger Niagara experience.

5. What’s new and exciting at the Pen Centre?
The Pen Centre is currently undergoing a $13-million renovation with an environmentally and shopper-friendly redesign inspired by Niagara’s vineyards, parks, gardens and trails. The design focus of the renovation will meet the Canada Green Building Council LEED-CI designation. Our aim is to ensure that the shopping centre provides the best shopping experience with the least environmental impact possible. The renovations are expected to be completed by early 2012, with all work done during after mall hours to avoid inconveniencing shoppers and tenants.

The other exciting news is that the Pen Centre will be the new home of Target, the widely popular U.S. retailer with its trademark fire engine red bull’s eye logo. The Pen Centre is one of 45 Ontario locations selected by Target Corporation and the only location announced to date in Niagara. Pen Centre’s Target store is scheduled to open in 2013 and will take over the existing Zeller’s space, undertaking a $12 million refurbishing initiative. The Pen Centre is pleased to offer Target’s discount brand shopping to our customers. It will be a fantastic addition to our existing roster of exciting retailers. It will also provide some leverage in retaining Canadian consumers and diminishing cross border shopping.

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