DIXIE OUTLET MALL BREAKS RADIO CAMPAIGN
By Adnews Staff
A new radio advertising campaign for Dixie Outlet Mall in Mississauga, ON has hit the airwaves. A series of eight 30-second spots, created by RYA Advertising of Toronto, began running mid-April on radio stations CHUM FM and CHEZ FM. The spots follow a fictional professional bargain hunter named Paddy who dispenses expert shopping tips and advice. She also introduces Dixie Outlet Mall's new tagline, "Find it all for Less", which will appear on all future communications for the shopping centre. "We wanted to take a creative approach that would be relevant to the target customer at Dixie Outlet Mall," said Kimberly Scutt, director of marketing. "Paddy's tips and advice reassure customers that they will find what they need and want at desirable outlet prices." The campaign will run until spring 2002. Public relations for Dixie Outlet Mall are handled by Budman and Associates of Toronto.