Bayview Village begins Retail Therapy campaign
Bayview Village Shopping Centre in Toronto has begun a spring marketing campaign. The creative, developed by Mamone & Partners of Toronto, makes use of five inkblots accompanied by the copy, "What Do You See in Your Closet for Spring?" The ads include possible answers such as "Laundry Blowing In The Breeze," "A Viking Carrying Gifts" and "One Mad Gargoyle." The campaign consists of direct mail to nearby households, print ads in the Toronto Star, radio ads on CHFI, as well as Web and email ads. "Psychologists use these tests to try to examine the personality characteristics and emotional functioning of their patients," said Melissa Evans-Lee, marketing director for the shopping centre. "Our tests will reveal who the fashionistas are, who has a handbag fixation and who is in desperate need of some retail therapy." Bayview Village will also run a double-page ad in the May issue of House & Home magazine that depicts a "haute closet." The ad will also direct readers to a website at which they can enter a draw for a "Dream Closet Makeover" worth $10,000.