Hazelton Lanes readies fashion vignettes
By Adnews Staff
Toronto shopping mall Hazelton Lanes will run a series of 12 vignettes on Toronto television station CFTO from April 1 to June 17. The 60-second segments will be aimed at affluent women 35 to 54 years of age. Introduced with the copy, "Presented by Hazelton Lanes," the segments will feature fashion journalist Karen von Hahn, the mall's spokesperson, discussing style and lifestyle topics. According to the company, since the vignettes do not directly relate a commercial message, they are classified as program content by the CRTC. The purpose of the campaign is to differentiate Hazelton Lanes from other shopping centres through a non-traditional approach. In February the company hired True North Advertising Group to reposition the mall and attract new customers. Public relations are being handled by Fruitman Communications Group of Toronto.