LXB creates campaign for Place de la Cite
By Adnews Staff
LXB Communication-Marketing has developed a new advertising and promotional campaign for Quebec City shopping centre Place de la Cité. The program focuses on the exclusivity of the mall's retail stores. The first phase of the campaign launched during the back-to-school period and consisted of point-of-purchase materials, newspaper and transit advertising, along with direct marketing. A Christmas campaign will begin in several weeks. The creative uses images of hands to convey the themes of relaxation, elegance and style, according to the agency. The campaign uses the tagline "Exclusively yours." "We were looking to clarify and specify [Place de la Cité's] positioning so that it would clearly reflect the peculiarity of its commercial offer," said Josée Paquet, senior manager of client services at LXB. "We decided to maximize their exclusiveness to differentiate them and, by the same token, reach a clientele seeking for exclusivities."