Marketing Trendz Volume 27 Winter 2022 Edition - Page 18

advertising campaigns

COLOR-CODED BRANDING

With its latest advertising campaign , Kildonan Place is out to boost shoppers ' morale .
Forget the sage green or matte black ; that ' s not the vibe that Kildonan Place ( KP - Winnipeg , Canada ) is going for these days as it tries to liven up its clientele ' s shopping days and sustain retail trading . No longer able to rely on the traffic and sales-generating power of its " Shop Happy " campaign and spinoff " Happy Days " monthly events that ranged from National Hat Day to Hot Dog Day because of COVID-related restrictions , KP went back to the drawing board and developed a new brand identity last summer to promote its key tenants and remind customers of its shopping hours . With the help of the creatives at Circus Strategic Communications Inc ., marketing manager Corey Quintaine infused a new campaign with the Shop Happy spirit : " Colour Cues ."
" This joyful , bubbly lifestyle campaign conveys positive emotion through bright , bold imagery , emanating feelings of genuine happiness and joy . Like the KP shopping experience , this concept depicts the pleasure that can be found in the simple , sweet details of life : Ice cream on a hot day , the warmth of the sun ’ s rays , or a bright umbrella on a rainy day . It is a celebration of the little things that put a smile on your face ," the marketing team explained in the " Colour Cues " campaign brief .
" The use of bold and non-traditional colors and patterns brings added
This joyful , bubbly lifestyle campaign conveys positive emotion through bright , bold imagery , emanating feelings of genuine happiness and joy ."
excitement to this concept . These real-life moments are brought to life with the use of a ' photo strip ' depicting continuous action , much like the exciting world of KP ."
Those seemingly candid everyday shots anchored each KP creative execution , including in-mall fall and holiday posters , out-of-home screens , and profile visuals on digital platforms such as Facebook and Instagram . The copy , too , was upbeat , with phrases like " Going Back Happy " for KP ' s back-to-school wardrobe contest and " Colour Me Happy " for the fall fashion season . During the holidays , headlines like " Happy Holly Days ," " Oh Snow Happy ," and " Smiles for Santa " kept the campaign ' s momentum going .
These days , COVID policies remain in place and live events have yet to return to the mall , but the KP team is doing its best to stay positive with plenty of social media posts to keep the ties that bind tenants to shoppers strong . It ' s also looking ahead to spring and a few surprises for customers .
" This spring , our focus will be on welcoming new tenants to the center . Torrid will be opening in the coming weeks and Fast Fired by Carbone , a quick-serve pizza concept , will also be open by spring . We are also welcoming community groups … while keeping within public health guidelines — JA Manitoba , a group of young entrepreneurs , will be holding a trade show in the
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