Bayview Village Shopping Centre begins Shoe Affair campaign
Bayview Village Shopping Centre of Toronto has begun a marketing campaign to promote a week of shoe-related events that will take place at the mall from Feb. 11 to Feb. 17. The campaign, called "The Shoe Affair," includes online advertising on Sweetspot.ca, print ads in the Toronto Star, radio commercials on CHFI and email messages. A direct mail piece was also distributed to nearby residents. The creative consists of a heart-shaped box containing chocolate shoes, along with the tagline, "Be mine...and mine...and mine." The campaign was developed by Mamone & Partners of Toronto. "With seven footwear retailers plus Nike Toronto and New Balance plus a number of fashion retailers with a selection of shoes, we have a large number of shoes per capita, so to speak," said Melissa Evans-Lee, marketing director at the shopping centre. "Certainly, it is no coincidence that our week of events coincides with Valentine's Day. Forget chocolates and flowers. Shoes are really the way to a woman's heart."