TORONTO, ON, October 15, 2009 – Yorkdale Shopping Centre’s “Yorkdale Is Me” campaign is built around a contest designed to find 10 customers that personify the Yorkdale style and spirit. It began with an in-mall teaser campaign that informed shoppers about the contest and encouraged them to enter. Entries were managed entirely through a clever and engaging microsite – YorkdaleIsMe.com.
John Pylypczak, founding partner and creative director at Concrete explains: “After several seasons of evolving the current campaign look, Yorkdale’s Fall 2009 campaign marks a dramatic departure from previous advertising. While past campaigns employed luxurious, high-end fashion photography to position Yorkdale as the fashion shopping centre destination in the GTA, Spring 2010 will instead focus on the Yorkdale customer.”
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Romina Tina Fontana
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business@concrete.ca
