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Bayview Village begins spring campaign

Bayview Village Shopping Centre of Toronto has begun a spring marketing campaign. The fashion-themed initiative includes a 16-page direct mail piece, developed by Mamone & Partners of Toronto. The mailer will be distributed to approximately 150,000 households in the area surrounding the mall on April 8. The piece features six original works of art commissioned by the mall from local artists Jason Mamone, Nicolas Sinclair Louise Souch.

The campaign also includes radio commercials on CHFI, an insert in Hello magazine, print ads in the Toronto Star's fashion section The Kit, email messages, online ads at fashion and lifestyle properties, an online fashion video on YouTube and social media activities. Another element is a floral installation at the mall. Public relations support is being provided by Faulhaber Communications.

"With painterly and graphic-inspired outfits plentiful at BV this season, we loved the idea of juxtaposing the runway's latest designs against an array of custom art-infused backdrops," said Melissa Evans-Lee, marketing director at Bayview Village. "This campaign has blurred the lines between two forms of creative expression, addressing the age-old question of whether fashion can be construed as art."

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