Mississauga, Ont. shopping centre Square One is putting the spotlight on relationships with its new fall/winter campaign.
The mall, which recently completed a four-year $480 million redevelopment project, tapped Canadian ex-NHLer Sean Avery and model Hilary Rhoda to star in a video.
The real-life newlyweds are shown parading around a luxury home and sharing flirtatious moments. All the while, the couple shows off the designer threads available at Square One retailers including Holt Renfrew, Salvatore Ferragamo and Michael Kors.
The video is set to a cover of Sonny and Cher’s “I Got You Babe” by Caroline Vreeland.
As part of the campaign, Square One is launching the #RelationshipGoals social media contest, giving 10 couples a chance to win a romantic photo shoot at the shopping centre when they post an image of themselves using the hashtag.
“We wanted to work with a talented couple that really spoke to the aesthetic of the new luxury wing at Square One,” said Square One marketing director Toni Holley. “The concept of relationship goals, however, happened organically. We really weren’t planning that until we started working with Sean and Hilary on set. We saw how in love they are and we experienced their obvious chemistry and their life together.”
The video is running in Cineplex movie theatres and on in-flight entertainment with Air Canada, as well on Square One’s social media channels, online with a digital buy, and on digital screens in the mall. Print ads are running in magazines and newspapers in the Greater Toronto Area.
Square One worked with NKPR (its PR and creative agency) on the campaign.
