Cadillac Fairview begins Saks Fifth Avenue campaign
Cadillac Fairview has begun an advertising campaign promoting the launch of two Saks Fifth Avenue stores at its CF Toronto Eaton Centre and CF Sherway Gardens shopping malls. These will be the first Saks locations in Canada. The campaign consists of a series of online videos, as well as print and out-of-home ads and social media activities. The first video focuses on the diversity of styles and cultures of Toronto. The creative features chef Susur Lee, hockey player Joffrey Lupul, musician Emily Haines, photographer Caitlin Cronenberg, and fashion producers Dwayne Kennedy, Mel Ashcroft and Brian Richards. In March, an installation called the "Luxury Lounge" will debut at Sherway Gardens featuring apparel from the store.
"In lockstep with the arrival of Saks Fifth Avenue we are thrilled to be unveiling the first of many strategically driven moves that will unfold in 2016, including the roll-out of a fully integrated marketing campaign which highlights the luxe retail offering at both CF Toronto Eaton Centre and CF Sherway Gardens," said Jason Anderson, senior vice-president of marketing at Cadillac Fairview.