Marketing Trendz Volume 23 January/February 2018 Edition Sample

M ARKETING TRENDZ V O LU M E 2 3 J A N U A R Y/ F E B R U A R Y E D I T I O N 2 0 1 8 THE GIFT OF GAB Telling a Story through Style, Canal Walk Shopping Centre Stays Local Described as a feel-good campaign and an emotive journey, Canal Walk Shopping Centre’s (Cape Town, South Africa) “My Story. My Style” encourages shoppers to embrace their individuality. With a creative concept based on connecting personal identity with individual sense of style, the marketing team shifted from traditional norms to bring innovation to the forefront of planning and promotion. “Canal Walk Shopping Centre is seen as a fashion shopping experience. To build on this, we want our customers to feel fashionable and fabulous while remaining completely true to who they are. Each and every one of us [has] a unique style and a story that makes us special, and that is exactly where the Canal Walk brand campaign starts,” said Camilla Lor, regional marketing executive, Hyprop. After receiving feedback from focus groups and reviewing its previous campaign, the center elected to create a more relevant approach and relatable message this time around. “My Story. My Style” features diversity as a main theme and seven brand heroes with a strong connection to the city. At its core, the campaign is about feeling empowered to explore different styles and new ways of expression. “In an uncertain world with endless choices, media that still portrays unrealistic ideals of beauty and hyper-visual social media, simply choosing what to wear or what to like can become a cause for anxiety, especially for younger generations. Helping to ease this stress, we wanted to offer supportive retail experiences, those that help people look and feel good, and build confidence in themselves and their future,” Lor added. To best tie together story and style, as well as communicate with its audience, the shopping center used video as a primary source. Along with the standard campaign video, Canal Walk released a short movie and a number of secondary videos See It. Snap It. Own It. page 2 Fashion Lovers and Students: CF Tunes In page 8 Morgantown Mall Doubles Up on Giving page 11 Cross-border Shoppers: Keep Them If You Can page 17 Fashionable Men Step onto the Catwalk page 18 Webmasters page 20 Missed an issue? Visit Continued on page 4… FOR SHOPPI NG C E N T E R PROF E SSIONA L S