Evolving the brand
From a dream, we prepare for the sweet life.
These three campaigns take the centre through the journey from aspirational, to luxury, to cosmopolitan.
Contributions
- Art Direction
- Media company liaison
- Leading rebrand roll-out outside of Marketing department (Operations, Leasing, Retail Construction & Design, third party service providers)
- Directing the implementation of brand elements across multiple digital platforms (own website, e-mail marketing, valet program…)
- Design of ads, communication, wayfinding, and other marketing collateral across multiple forms of media and formats
- Architectural photography (interior, exterior)
- Event photography
- Video editing, titling, and colour grading
- Experiential Design
Summer Dreaming
Rebrand Revealed
The luxury-oriented expansion and Ontario’s first Simons were slated to open in spring of 2016. By this time, the media and much of the public were aware that this was coming, and our next step was a multi-phase launch as the expansion and stores were finally opening.
It was time to makeover the visual identity to reflect the beginning of this new era. The brand had been using a treatment long-implemented by many fashion retailers and publications. We wanted something that made a statement that we were departing from our previous identity and moving full-force into one that put the emphasis on luxury and sophistication.
Fontastically Collaborative
A designer was selected to draw up some initial concepts. With direction from Marketing Director and me, we arrived at the beginning of our new visual identity. After the designer’s phase of work was completed, I applied finishing refinements and evolved the subsequent executions.
Once the design decisions were finalized, I began the rebrand roll-out outside of our Marketing department (Operations, Leasing, Retail Construction & Design, third party service providers).
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A dream tour of the future
We hosted a media preview event, where media and influencers were taken on a private tour of the expansion. Since much of the expansion was under construction, there were ample hoarding walls. We used this opportunity to create an art gallery style experience. It was a combination of the campaign photos, shot by internationally renowned photographer David Drebin (Bradley Cooper, Steve Jobs, Emily Blunt, featured at Art Basel), in his signature high-contrast dream-like style, as well the campaign story and campaign taglines with the new brand type treatments, of course.
The event was also attended by Drebin, the campaign’s model and muse, Drena De Niro (Giorgio Armani, Great Expectations, A Star is Born), and media personality Cheryl Hickey (Global TV, ET Canada). The three joined us at a breakfast, created in the concept store space, and engaged in a panel discussion, hosted by our Marketing Director, to cap off the event.
Ad-vantageous Positioning
Ads for this campaign went into several magazines (Globe and Mail, HELLO! Canada), in strategic high-traffic transit stations (GO Transit terminals; Islington, Kipling, and Royal York TTC subway stations), the centre’s own marketing materials and on-site assets. The campaign received extensive media coverage in print, television broadcast, and digital channels.
Results
Sales
+31.66% year-over-year
April 2016
Social Media
1.55 million impressions
Media
59.4 million impressions
Destination of High Style
Anchors Aweigh!
While other stores in the expansion were operating since early spring, the anchor store that everyone had been waiting for was finally ready to open at the end of summer. This season’s campaign was heavily dedicated to Holt Renfrew, both for the centre’s marketing, and directly to Holts itself, as we provided extensive support and consultation for their grand opening and subsequent initiatives.
Choosing our Players
While the brand championed sophistication and elegance, we always wanted to maintain a level of calculated edginess. The campaign featured model Hilary Rhoda (Balenciaga, Gucci, Dolce & Gabbana) and controversial Canadian hockey player Sean Avery, who were selected for their undeniable chemistry.
We partnered with high-fashion photographer/videographer Sophie Elgort (Vogue, Elle, Rain×Gucci, Adidas) for the second time. Photography was by Scott Lipps (Courtney Love, David Guetta, Cardi B, Lizzo), and the models were styled by Elizabeth Cabral (Kirsten Dunst, Beyoncé, Olivia Wilde, Burberry).
The video concept was a loving couple living out a fantastically lavish, cosmopolitan lifestyle, inviting the viewer into their little moments, offering them fashion inspiration as a bridge into their world. It tied together with a sensual cover of Sonny & Cher’s I Got You Babe, sung by model and singer Caroline Vreeland (Vogue, Harper’s Bazaar).
Too Luxe to Handle
The photos and video, shot at the same time, featured looks from the various retailers in the luxury-oriented expansion and Simons, but gave dedicated head-to-toe stills and scenes to styles available at Holts, designed to be featured in exclusive co-branded promotional materials.
During the shoot, we received direction that head-to-toe looks from Holts were to have their own video. This put original concept of a single, cohesive music video on ice. Adding to this, colour grading and timing to the music was becoming a challenge.
After both shoots and their edits were approved, I performed the finishing refinements. I removed distractions from the photos, balanced the colour in the video, shifted the scenes to change right on the beat for both Holts and multi-retailer videos. Finally, I surprised my team with a version that reunited the footage with the complete song, bringing to life the original vision of a music video.
On the Big Screen and at 30-Thousand Feet
As a multichannel marketing initiative, the campaign was featured all over social media and the web with targeted ads, in magazines, and even in cinemas and in-flight entertainment. While areas of the shopping centre were in flux, you would never know it, as beautiful campaign imagery filled the walls of covered-up store units.
Campaign-Forward Wayfinding
There were large-format opportunities, in the form of hoarding walls, throughout the big, bustling centre and rather than only featuring the campaign, I decided to use these walls to be of service. I created branded messaging and iconography for navigation and available services to accompany the campaign ads; it was so well-received, that it remained a practice for all future wall graphics and was later used at other properties in the portfolio.
Results
Media
5.7 M reach
10.7 M impressions
$917 K value in editorial coverage
Social Media
2390 new followers
578 K impressions
Total Audience
13.4 M reach
20.8 M impressions
(Aug 23–Oct 31, 2016)
Digital Ad Buy
435.6 K video views
(Across Google Ads, YouTube, blogTO, ELLE Canada, The Daily Mail, and Cosmopolitain)
On-Site
+6.8% sales
+7.4% traffic
year-over-year
StiQij1 And the City
From the city to the world
With the brand perception successfully shifted, the centre’s growing audience was anticipating its next big move. While previous campaigns focused on the centre’s new direction and audience, this one aimed to embrace its status as a Mississauga icon and integral part of the city, as well as expand to an international audience, positioning the centre as an international tourist destination.
Working the Local Scene
Keeping the campaign authentically fashion-savvy, the models were styled by Juliana Schiavianatto (Nelly Furtado, Coco Rocha, Elle Canada, Fashion Magazine) and photographed by Max Abadian (Lady Gaga, Cindy Crawford, Vogue, Vanity Fair). Scenes included key areas in Mississauga, including Pearson International Airport, Port Credit, and the rooftop of the centre itself, with a lively motion blur on the iconic Absolute World, better known as the Marilyn Monroe towers
I performed the final edits, including cleaning up surrounding debris; extending backgrounds for various formats; and creating a pleasant, realistic seasonal atmosphere in photos that were shot in overcast conditions.
Flying High
Like the previous campaign, the one was also taken into the cinema and the sky, via Cineplex theatres and Air Canada in-flight entertainment, respectively.
New this season was the strong international push for tourism. Ads were found in Indian bridal fashion magazine Suhaag, on various Chinese print and digital outlets (Sing Tao magazine, Taste of Life magazine, WeChat, private tourism partnerships), and caught the attention of tourism professionals in Ireland. Local channels included Where Essentials, Metroland newspapers, Globe Style Advisor, Toronto Life, AirCanada.com, blogTO, and ads across social media and search engines.
It Pays to Visit
In partnership with the Tourism Manager, the Tourist Privileges program was created, complete with animated digital ads and a pamphlet that qualifying guests and tourist groups would receive upon arrival. The following year, it was taken to a fully digital format, and included a custom, keepsake luggage tag, which also provided the URL and QR code to an exclusive offers and tourist-relevant information.
Results
Total Media
273.1 M impressions
Ad value $16.44 M
Social Media
+28% followers
+37% e-mail subscribers
Website
+62 .6% new visitors
+45.7% referral traffic
+12% monthly active users