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The super-regional shopping centre steps away from the traditional norms of marketing and shakes things up with an innovative initiative to speak to its shoppers.
The super-regional shopping centre steps away from the traditional norms of marketing and shakes things up with an innovative initiative to speak to its shoppers.

Canal Walk celebrates local talent with My Story My Style campaign

MARKETING NEWS

Issued by 20 Across - Jul 5th 2018, 09:11

The super-regional shopping centre steps away from the traditional norms of marketing and shakes things up with an innovative initiative to speak to its shoppers.

 

My Story My Style is the most recent campaign presented by Canal Walk Shopping Centre, which features a selection of South African heroes; each with their own unique style and story. Each hero is intentionally completely different from the other, and each has become successful in their own right while always staying completely true to who they are and what they stand for.

“In line with the trend towards self-love and celebrating uniqueness by breaking away from societal norms, it’s time that Canal Walk embraced the diversity of its consumers by supporting individuality across the board,” says Camilla Lor, Regional Marketing Executive for Canal Walk.

To achieve this, the decision was made, by the Canal Walk Shopping Centre management and marketing teams, to step away from past campaigns that utilised models as protagonists and to focus on using role models – or in this case brand heroes – that would no doubt resonate more with shoppers.

Enter the seven brand heroes selected for the campaign, who all hail from the Western Cape. They are Visionary Fashion and Beauty Blogger, Aqeelah Harron-Ally; Ocean Pioneer, Inspirational Speaker and Author; Chris Bertish, Artist in Learning, Tony Gum; SA Soul Man, Chad Saaiman; Adventure Seeker and TV Presenter, Jade Hubner; Model Mom and Entrepreneur, Candice Boucher; and King of Cool, Jimmy Nevis.

Lor adds: “More so now than ever before, brands want their customers to feel as if they are being catered for no matter what shape, size, age, race or demographic they may be, and as a shopping centre that believes in being able to cater to everyone’s needs, offering shoppers the opportunity to express their unique stories and style under one proverbial roof is of utmost importance.”

My Story My Style, which was introduced as a campaign in October 2017, is an emotive journey the shopping centre will be taking its customers on, and will, month-by-month until March 2019, give shoppers a more in-depth look into each brand hero’s life to better understand their individual stories and their unique style by means of in-centre marketing touchpoints as well as via its direct marketing, digital and social media platforms.

Pop into Canal Walk Shopping Centre to personally view the various marketing touchpoints, as well as online to view brand hero stories and videos.



 

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