Bayview Village, a high-end mall in North York, Ont., is showing off spring’s playful styles in a new integrated marketing campaign.
The shopping centre’s “Chic-y” campaign (“cheeky with a chic twist”) includes a direct mail piece featuring Barbie and Ken-like models against a backdrop of Playmobil and Siku toys from Mastermind Toys. The models are shown jet-setting, hanging out by the pool and “glamping” (glamorous camping), while wearing the latest spring fashions.
The 16-page direct mail piece, shot by fashion photographer Gabor Jurina and designed by Mamone & Partners, is being distributed to 150,000 households in the surrounding area and will be included in the May 9 issue of Hello magazine. A digital version appears on the Bayview Village website.
“The fashion this season is extremely playful, so we decided to take an equally playful approach with this campaign,” said marketing director Melissa Evans-Lee. “I happened to stumble across these very fun, very glam toys at Mastermind Toys at Bayview Village, and thought they would be perfect as backdrops. It gives the sense of being on location without actually going on location.”
The campaign also includes an online video, created by VMG Cinematic, which will be shown on the Bayview Village website (BVTV) and its YouTube channel starting April 20. The campaign also includes digital ads, radio spots, full-page ads in the Toronto Star’s The Kit, and an online “Melissa’s Musts” look book showcasing the marketing director’s must-haves for spring.
On social media, look books and spring trend boards will appear on BV’s Pinterest, new arrivals will be featured on BV’s Instagram and shopping news will be posted to Twitter and Facebook.
Located in an affluent neighbourhood, Bayview Village is home to around 110 high-end and luxury retailers including Andrews, Pink Tartan and Stuart Weitzman, as well as upscale foodie destination Pusateri’s. The shopping centre is facing increased competition, as GTA malls such as Yorkdale Shopping Centre, Square One Shopping Centre and CF Sherway Gardens are expanding their luxury offerings.
“It’s certainly on the radar… but the objectives [of the new campaign] are no different than they are for any other campaign,” said Evans-Lee. “[We want to] generate awareness for the brand, drive traffic to the centre, and positively impact sales.”
A&C handles PR for Bayview Village.
