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Hillcrest Mall breaks Hello campaign

The Hillcrest Mall, located in Richmond Hill, ON, has begun a new advertising campaign called "Hello." The brand campaign coincides with the opening of a new wing of the mall and the new retailers located there. The campaign, developed by Brees Communications, consists of print, outdoor, direct mail and online advertising. The campaign also made use of a branded truck that displayed various fashions available at the mall. This execution, called "Hello Hillcrest," included stops at the homes of eight Richmond Hill residents to award them gift boxes worth $250. The next phase of the campaign will focus on the holiday season.

"'Hello' is a pretty hard working campaign for Hillcrest," said Liz Falconer, president of Brees Communications. "It communicates the mall's changes as a whole and sets the stage for individual tenant openings as well. It's flexible, engaging and authentic. 'Hello' suggests that the mall is welcoming new changes, new wing, new retailers and a new identity. It's a warm, human, fun way to tell a revitalization story."

Hillcrest is co-owned by Oxford Properties and Montez Holdings.

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