Square One readies new campaign in Toronto
The Square One Shopping Centre in Mississauga will break a new advertising campaign in the Greater Toronto Area this week to promote its recent renovations. The campaign, called “Be the One,” was developed by Brees Communications of Toronto. It will consist of print, radio and television advertising intended to convey “the empowerment that comes with being stylish, confident and assured.” Print ads will run in the Globe & Mail, the Toronto Star, Toronto Life and LouLou. Other components will include billboards, online ads and signage in the shopping mall. “We wanted a campaign that would inspire women to emotionally connect with the Square One brand,” said agency president Liz Falconer. “There is nothing more beautiful than a woman who knows herself. ‘Be the One’ is about empowerment. It’s about being who you are on your own terms. Not following trends but making those trends your own.” Square One is owned by Oxford Properties.