Cadillac Fairview unfurls long-term push

A new campaign developed by Grey Canada aims to keep women and families shopping straight through to the Christmas season, with an extensive print campaign also aimed at Toronto tourists with shopaholic tendencies.

In order to drive traffic to the new Toronto shopping centre Shops at Don Mills, Cadillac Fairview – the corporation that owns the 30-acre property – is launching an extensive OOH, radio, online and print campaign in the GTA that will run through Christmas. Developed by Toronto-based Grey Canada, the creative aims to position the outdoor mall as a classy, attractive and memorable shopping experience, explains Charles MacIntyre, group account director, Grey Canada.

With the tagline ‘Every visit tells a new story,’ a radio component of the campaign launched earlier this month to promote the opening on stations like EZ Rock, but the goal now is to sustain traffic. ‘The creative has been changing in such a way that appeals to the verticals of shopping, dining – it’s really quite broad,’ says MacIntyre.

With media buying handled by The Media Company, ads targeting the primary demographic of GTA women between the ages of 25 and 54 will run throughout the summer in the Toronto Star and the Globe and Mail, as well as magazines like Lou Lou, Toronto Life and Where Toronto that may also appeal to tourists. ‘Toronto is a shopping destination for a lot of people,’ MacIntyre says.

The online media plan, handled by The Aber Group in Toronto, will unroll in May, also targeting this demo with executions on shopping and community sites.