Montreal Eaton Centre receives a VIVA Best-of-the-Best Award from ICSC

MONTREAL, May 22, 2013 /CNW Telbec/ - Ivanhoé Cambridge is proud to announce that the Montreal Eaton Centre was chosen to receive a prestigious VIVA Best-of-the-Best Award by the International Council of Shopping Centers (ICSC) during its annual convention held in Las Vegas.

The highly coveted VIVA Awards honour the most outstanding examples in shopping centre marketing, design, development, and sustainability. The Montreal Eaton Centre, owned and managed by Ivanhoé Cambridge, picked up the Marketing award for the promotional campaign it built around a large-scale environmentally themed sculpture entitled Fragile.

"Winning a VIVA Award is a wonderful feather in our cap and drives home the fact that our centres rank among the most dynamic in the world. Congratulations to the Montreal Eaton Centre team for their outstanding sense of initiative and creativity," said Claude Sirois, Co-Chief Operating Officer and Executive Vice President, Quebec at Ivanhoé Cambridge. "This campaign is a perfect fit with our ongoing commitment to promote socially responsible initiatives in our properties."

In an effort to take advantage of its central downtown location to showcase socially responsible endeavours, the Montreal Eaton Centre commissioned a unique sculpture made entirely from recycled materials and unveiled it at the height of Montreal's tourist season in summer 2011. Mirroring an ecosystem, the exhibit spanned all five levels of the shopping centre's expansive atrium and underscored the fragility of natural habitats, confronted by the sheer quantity of plastic in the environment. It was greeted enthusiastically by the public and the media, garnering television, print and digital exposure from almost every major outlet in Montreal.

Another Ivanhoé Cambridge property, namely CrossIron Mills in Alberta, was the winner of the VIVA Marketing award in 2011.

About Montreal Eaton Centre
Located in the heart of Montreal on Sainte-Catherine Street, the largest commercial artery in Canada, The Montreal Eaton Centre has the most important commercial offer in the downtown area. The centre is home to GAP, Old Navy, Levi's, True Religion, Aldo and Grévin Montréal, the first international address of the renowned Parisian wax museum. With 175 boutiques and restaurants, the centre is a not-to-be-missed shopping destination and also hosts the largest food court in North America, with free Wi-Fi access. Gateway to the famous underground network, with a direct access to the McGill Metro Station, the centre welcomes over 25 million visitors each year. The centre celebrates the liveliness and creativity that make Montreal such a fascinating city by hosting artistic and cultural events on a regular basis and offering its visitors practical information on how to discover the city. For more information, visit

About Ivanhoé Cambridge
Ivanhoé Cambridge is a world-class real estate company that leverages its high-level expertise in all aspects of real estate including investment, development, asset management, leasing and operations, to deliver an optimal return for its investors. Through its multiple subsidiaries, its assets in more than 20 countries are valued at over Cdn$35 billion as at December 31, 2012. Ivanhoé Cambridge is a real estate subsidiary of the Caisse de dépôt et placement du Québec (, one of Canada's leading institutional fund managers. For more information, visit

Image with caption: "Marilyn Cormier, General Manager, Montreal Eaton Centre (property of Ivanhoé Cambridge), receives the ICSC VIVA Marketing Award from Michael P. Kercheval, President and CEO, ICSC and Ian Thomas, Chairman of VIVA. (CNW Group/Ivanhoé Cambridge)". Image available at:

SOURCE: Ivanhoé Cambridge

For further information:

Ivanhoé Cambridge
Christina Ambert
Media line: +1-866-456-3342

Montreal Eaton Centre
Mélanie Castonguay
514 288-3710, ext. 224


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