Upscale Toronto shopping enclave Hazelton Lanes has developed a series of 12 ‘interstitials’ designed to inform and entertain. They run 60 seconds, exclusive of advertising and are considered ‘program content’ by the CRTC as they don’t directly relate a commercial message to the viewer. This despite an intro that states ‘Presented by Hazelton Lanes.’
The mini-programs are running on Toronto station CFTO April 1 to June 17, targeting the mall’s primary audience of affluent women 35-54. In them, TV host and fashion journalist Karen von Hahn will offer commentary on urban style, fashion and lifestyle. Says Alexa Cain, marketing director of the mall: ‘The interstitials allow for greater depth, breadth and variety of message, are non-traditional and clearly differentiate Hazelton Lanes from anything other shopping centres are doing.’
