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Dufferin Mall breaks new campaign

Toronto shopping centre Dufferin Mall has begun a new branding campaign called "Really." The initiative is intended to portray the mall as a fashion centre following recent renovations and the addition of new stores. The campaign includes print, radio, outdoor and online advertising developed by Brees Communications of Toronto. The creative makes use of black and white photography of a young professional woman wearing clothing available at the mall. "Today's fashionista is quickly turning into a recessionista," said Lana Vukelic, general manager at Dufferin Mall. "This campaign shows her that the brands she loves are all available at Dufferin Mall. We want our target to know that Dufferin Mall has what she's looking for. Really."

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