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Dufferin Mall conducts street promotion in Toronto

Toronto shopping centre Dufferin Mall is conducting a street promotion this week called "Really Runway." The effort, which is taking place May 2 and 3, takes the form of a fashion show. Ten models in outfits from the mall's retailers, will walk the streets of the Liberty Village neighbourhood in an effort to attract its residents to the shopping centre. The campaign also includes mobile outdoor advertising, additional street promotion and social media activities. It was developed by Brees Communications of Toronto. "Just think of it as a live billboard," said agency president Liz Falconer. "We couldn't buy it, so we created it. 'Really' is all about the unexpected. 'Really Runway' is a perfect expression of that strategy."

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