Cadillac Fairview taps experiential, digital for Olympics

The commercial real estate company is targeting young Canadians with an optimistic approach.

Cadillac Fairview is ready to roll out its Olympic campaign after signing on as an official partner of the Canadian Olympic Committee in September.

With creative going live just ahead of the 2018 PyeongChang Winter Games, CF will reach out to Canadians through digital and social advertising, as well as signage on its digital network and experiential advertising within its mall properties.

Jason Anderson, SVP of marketing for Cadillac Fairview, toldĀ MiCĀ that this is a major milestone for CF, which “doesn’t normally do a lot of advertising.”

“The reality is, we don’t really need to,” he said. “We have 252 million footsteps a year through our malls and hundreds of thousands of people in our office buildings.”

Now, said Anderson, the company wants to market itself as the “home of Team Canada” and build brand affinity with those thousands of people.

Aside from the digital and social buy (handled by North Strategic), CF is launching what it calls the “Brighter Lounge” in 23 of its mall locations. The Olympic-themed lounges will offer updates on Team Canada’s performance, a place for people to watch CBC’s broadcasts and opportunities to make donations to CF’s partner charity, We. CF is adding an additional social component; between Feb. 9 and 25, every time someone uses the hashtags #CFBrighter (English) or #CFBriller (French), CF will commit one dollar to the 2018 Canadian Olympic Foundation and We.

Although Anderson acknowledged that the Olympics have a broad appeal, he said the company is looking to reach young people more than any other group. It’s doing so through partnerships with six Canadian Olympians, who share messages of optimism and overcoming adversity in CF’s series of digital advertisements.

CF’s partnership with the Canadian Olympic Committee will run until 2028.

Other partnered agencies include Notch (content development), BBR (brand strategy) and the Concierge Club (Brighter Lounges).