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
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