SHERWAY GARDENS BEGINS RADIO CAMPAIGN
By Adnews Staff
A new radio campaign for Toronto shopping centre Sherway Gardens starts today. The "Chicks-at-the-Gardens" campaign will air on CHUM FM and CISS FM with print support in The Toronto Star and in several community newspapers. Created by The BrainStorm Group of Toronto, the advertising primarily targets women over 35 years of age and secondarily women 18 to 24 years of age. "We want to speak to our customers in the manner that they speak to each other," said Megan Johnson, director of marketing for Sherway Gardens. "With laughter and friendship." According to BrainStorm creative director Dorothy McMillan, the idea for the campaign came from a new syndicated radio show being developed called "Chick Radio". The creative deals with topics including mother and daughter shopping, spring fashion trends and exclusive stores located at the shopping centre. Ten-second tags appended to the ads will promote mall events such as special performances and fashion shows.