Cadillac Fairview is rolling out the welcome mat for Saks Fifth Avenue, which opened at CF Toronto Eaton Centre on Feb. 18 and is scheduled to open at CF Sherway Gardens on Feb. 25.
In an online video, Cadillac Fairview highlights Toronto’s diverse styles, tastes and cultures. It ends with the message that CF Toronto Eaton Centre “proudly welcomes Saks Fifth Avenue.”
Cadillac Fairview has also launched an integrated campaign for CF Toronto Eaton Centre featuring well-known Torontonians including chef Susur Lee; Joffrey Lupul of the Toronto Maple Leafs; and musician Emily Haines of the Toronto-based band Metric. The campaign is centred on the theme, “My Toronto style,” and includes videos, print, out-of-home and social media.
“[The campaign] recognizes the idea that Toronto is in such a great place on the global scene—it’s developed its own style, sensibility and lifestyle,” said Jason Anderson, senior vice-president of marketing at Cadillac Fairview. “We wanted to tell that story, but we didn’t want to do it by ourselves. So we partnered with some really great, well-known Torontonians.”
The new campaign is also “about recognizing that with the arrival of Saks Fifth Avenue, we are attracting a different kind of customer,” said Anderson. “The luxury category is going to explode over the next few years. [The message] is that Saks is here and you can come here and have a really great shopping experience.”
Meanwhile, a campaign for CF Sherway Gardens focuses on its new luxury experience and features fashion by Saks Fifth Avenue. Last September, CF Sherway Gardens opened its new 210,000 sq. ft. wing, which houses retailers like Harry Rosen, Sporting Life and Ted Baker London.
“With CF Sherway Gardens, we’re already talking to a more upscale customer, so the focus is on helping them understand that they can have a great shopping experience, that they understand the property has been under a pretty extensive redevelopment, and it’s really now an incredible place to shop,” said Anderson.
Cadillac Fairview worked with a number of agencies on the campaigns, namely North Strategic (PR, social and influencer partnerships), Notch Video (video production), Traffik (creative development) and BBR (media buy).
