M ARKETING TRENDZ
V O LU M E 2 2 A P R I L / M AY E D I T I O N 2 0 1 7
CADILLAC FAIRVIEW SAYS
HELLO TO SPRING WITH
A FLASH OF COLOR
Canadian developer offers shoppers both high-tech and
high-touch experiences in national campaign
Promising to provide a memorable
experience to shoppers across the
country, Cadillac Fairview (CF)
welcomed the change of season
with its “Sights, Sounds and Spirit
of Spring” campaign. Consisting of
three interconnecting components—
the Garden of Light, spring concert
series, and floral theme décor—the
month-long national campaign
focused on multi-sensory and
physical vs. digital engagement.
Requiring a staggered, yet timely
roll-out, and detailed logistical
planning, the celebration of all
things spring touched down at
the following primary locations:
Sherway Gardens, Fairview Mall,
Chinook Centre, Rideau Centre, and
Promenades St. Bruno.
“The message of [the campaign]
is simply to deliver immersive
experiences through our colorful
activations, uplifting sounds, and
performances inspired by the season,
spreading joy and optimism to guests
visiting our centers,” said Craig
Flannagan, VP, Cadillac Fairview.
With one appearing at all five
Canadian shopping centers, the
Garden of Light featured thousands
of LED flowers (between 1,600
and 4,000, depending on size and
location) and a highly interactive
arrangement for play. Serving as
the centerpiece of the campaign,
the series of bright and brilliant
installations appealed to sight,
sound, and touch. By clicking
on available touchpads, visitors
had the power to activate a
pre-programmed light show
starring a variety of color and
pattern reactions. The best part:
there was no need to be physically
present to join in the fun.
By sharing posts via Instagram and
Twitter using the #CFHelloSpring
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