Hazelton Lanes hires True North
By Adnews Staff
Toronto shopping mall Hazelton Lanes has hired True North Advertising Group. According to the company, the assignment is to reposition the mall and attract new customers, while maintaining the image of an upscale establishment. Three other unidentified Toronto-area agencies were also considered in the mall's review. The company cited True North's presentation and strategic thinking as the key factors in its decision. True North will create a broadcast campaign intended to increase awareness of Hazelton Lanes and foster a sense of credibility and relevance with its customers. "Hazelton Lanes will be positioned as the ultimate urban fashion and lifestyle centre, providing product and services for daily needs to the downtown market," said agency president Hy Haberman. Television host and fashion journalist Karen von Hahn will act as the mall's new spokesperson. The campaign will break in the spring.