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The Core conducts campaign in Calgary

Calgary shopping mall The Core has begun a new marketing program that uses residents of that city as spokesmodels. The campaign, called Wanna.Be, features a number of dancers, musicians, writers, designers and entrepreneurs wearing clothing available at the mall. The effort includes television, outdoor and point-of-purchase advertisements, as well as a website at <> and social media activities. The campaign primarily promotes the mall's recent renovations. "What we are trying to say with this campaign is that we sell more than just fashion, we sell an attitude and an experience that you can't get at any other shopping centre in Calgary," said Cindy Turnquist, marketing director for The Core. "We didn't want to use models whose only connection to The Core would be the clothes they are wearing. We wanted real people whose personalities and individual styles capture what it is to be part of The Core experience. Each of the models we have chosen emulate the kind of creativity, ambition and style that we want to inspire in our customers."

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