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Yorkdale Shopping Centre readies fall campaign

Yorkdale Shopping Centre in Toronto is preparing a new fashion-focused advertising campaign that will run through the fall and winter. The campaign, which features supermodel Coco Rocha, promotes the mall's recent 145,000-square-foot expansion and the arrival of several new fashion retailers. The campaign will include out-of-home, print and digital advertising, as well as on-premises materials. The creative depicts Rocha wearing clothing from various brands that will be sold at the mall's new retailers, including several that were not previously available in Canada. "Ms. Rocha's inspired style, international status and Canadian roots make her the ideal star for our expansion campaign," said Anthony Casalanguida, general manager at Yorkdale Shopping Centre. "This is an exceptional year for Yorkdale and Ms. Rocha's role in our marketing activities will have a halo effect on our diverse range of fashion and lifestyle retailers." Yorkdale Shopping Center owned by Oxford Properties Group and the Alberta Investment Management Corporation.

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