Shops at Don Mills conducts advertising campaign
Toronto real estate development Shops at Don Mills has begun an advertising campaign called "Every visit tells a story." The campaign, developed by Grey Canada of Toronto, seeks to convey the experience of being at the location. Shops at Don Mills is an open-air development featuring shopping, restaurants, residential units and public spaces described by owner Cadillac Fairview as an "urban village." The radio campaign takes the form of a parody of the television program Masterpiece Theatre in which various daily events are presented in an exaggeratedly dramatic fashion. The six ads will run until the end of the year. The campaign also includes billboard, magazine and on-site advertising, as well as a website at <http://www.shopsatdonmills.com>. Grey also developed the brand identity for the development.