By Ritchie Po
Coinciding with CF Toronto Eaton Centre’s 40th anniversary, the campaign is geared towards showcasing the style elements of Torontonians. General Manager Shelia Jennings stated, “CF Toronto Eaton Centre is the downtown style destination for Toronto. At CF TEC, we’re focused on providing an elevated shopping experience for all our customers.”
Consistently ranking amongst Canada’s top five most productive malls according to the Retail Council of Canada, CF Eaton Centre’s geographic position makes it one of the few top-performing malls in North America in a prominent downtown location. As such, the “Reflections of Toronto Style” campaign will spotlight the vibrant cross-section of street style, business attire, and evening wear expected of the country’s largest city. The campaign is intended as “a living testament to our commitment to building vibrant communities, enabling consumers to make positive style choices that build confidence, while encouraging shoppers to remain true to themselves,” according to Jennings.
To reach a younger demographic, the campaign commenced on Thursday, June 22, with a three-day pop-up “Selfie Mirror” display located in the mall, allowing viewers to take selfies with digital backgrounds of iconic Toronto landmarks. The images taken simulate the effect of the viewer taking a selfie against the actual landmarks themselves. Those who participated in the mirror challenge on June 24 were able to see their images displayed on rotation at the 90-foot LED screen on the corner of Yonge and Dundas, allowing for a truly interactive experience. Guests tagged themselves on social media using the hashtag #TorontoStyle, which forms part of the official campaign branding.
To drive awareness of the experience CF Toronto Eaton Centre has also partnered with Toronto-based influencers Zeba (@ellaprettyblog), Kaylee Giffin (@theblondielocks) and Dani Goddard (@girlsofto).
Fronting the campaign is Toronto native Elaine “Lainey” Lui, co-host of CTV’s popular The Social, gossip correspondent on eTalk Daily, and owner of the eponymous Laineygossip.com, the much-vaunted celebrity gossip site that attracts over one million unique viewers every month.
“Style isn’t just what you wear – style is attitude, it’s curiosity, it’s imagination, it’s expression,” said Lui. “This is why Toronto is a global style destination – our style reflects our city’s diverse perspective and personality. I am thrilled to collaborate with CF Toronto Eaton Centre to celebrate Torontonians and all the ways this amazing city inspires our city’s style.”
One of Toronto’s most eminent public figures, and known for her own effortlessly chic and esoteric fashion choices, Lui will be the official Toronto Style Ambassador for the length of the campaign. Her fashion credentials have been recognized by WXN (Women’s Executive Network), who named Lui to WXN’s 2016 list of Canada’s Most Powerful Women, and on both the Toronto Life and HELLO! Canada best dressed lists for 2016.
(Elaine Lui poses in front of the ‘selfie mirror’. Photo: Elaine Lui – www.laineygossip.com)
Home to several of the country’s first stores for brands such as Saks Fifth Avenue, Uniqlo, Babaton and Links of London, CF Eaton Centre’s “Reflections of Toronto Style” campaign is designed to capture the cross-section of fashion aesthetics, fronted by one of the country’s most celebrated personalities.
“The #TorontoStyle campaign is set to bring a continued conversation with our shoppers around what influences their style”, said Cadillac Fairview’s VP of Marketing Craig Flannagan, “these are the freshly curated content and social engagement opportunities we’re looking to build on.”
