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PersonaPrinciple.com

Only at Fairview

The Fairview Mall story begins with shrinking mall traffic. Competition was
driving their numbers down and the mall's position as a destination of
choice for shoppers was in decline. Our goal was to reverse the trend and
get mall traffic growing again.

We started by giving the mall a new slogan "Only at Fairview," to reinforce
the idea that Fairview was special. This appeared in all marketing and
advertising materials, such as the Chinese New Year poster. This
award-winning poster was created by Kam Wai Yu to appeal to the large Asian
population in the mall's pull area. Posters were displayed throughout the
mall.

The Show Your Button Christmas campaign successfully combined altruism and
self-interest! Shoppers could buy an "Only at Fairview" button for $1, then
wear it as they shopped. The dollar went to the Daily Bread Food Bank and
the shopper had the chance to win prizes if she/he displayed the button
while in the mall. Ads ran in major Toronto dailies and in transit shelters.

"Easter Hop" campaign at Fairview Mall used playful images and colours to
advertise a series of special Easter-themed sales and events. Transit
shelter ad.

The result of the Only at Fairview campaign: mall traffic went from 0.9
million to 1.4 million.