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Bayview Village Shopping Centre begins fall campaign

The Bayview Village Shopping Centre in Toronto has begun a fall advertising campaign called "Hautest Village West of Paris." The campaign, developed by Mamone & Partners, uses the tagline, "If it's haute, it's here." The effort consists of print ads in the Toronto Star and Toronto Life, ads on, 10-second radio commercials on CHFI and Classical 96, as well as email advertising and two direct mail pieces. The ads promote the mall's upcoming Fashion Week and an online contest for a trip to London. "From an advertising perspective, the strategy is in terms of adopting a unique sense of style and in turn, not looking or sounding like everyone else," said marketing director Melissa Evans-Lee. "Executionally, we believe that the advertising creative is really befitting of an upscale, niche centre and as such, is poised to really stand out not only amongst our competitive set but the category in general."

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