Cadillac Fairview

Cadillac Fairview's Runway to Retail Brand Relaunch

North Strategic was tasked with spreading the word about Cadillac Fairview's (CF) new brand identity and redevelopment of flagship properties. The brand decided to put "unique experiences" at the core of its strategy to differentiate it from other premium retailers and take on e-commerce.

North developed a social campaign to roll out with redevelopments at CF Pacific Centre, CF Toronto Eaton Centre and CF Sherway Gardens. It included a #MobileCloset, a Toronto streetcar curated with the mall's latest fashion that media and social media influencers could board. Other elements included VIP fashion shows featuring new retailers and a collective of fashion influencers to drive the conversation online.

The campaign generated more than 23 million earned media impression.