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Yorkdale Shopping Centre begins 50th anniversary campaign

The Yorkdale Shopping Centre in Toronto has begun a campaign promoting its 50th anniversary. According to the company, the campaign is intended to pay tribute to the history of the mall while also looking to the future. A series of promotional events will take place as part of the effort. To mark the anniversary, the CN Tower will be lit with gold-coloured lights on the evening of Feb. 26.

The first initiative features a series of portraits taken by photographer and musician Bryan Adams. The portraits are of various Toronto personalities, including broadcaster Jeanne Beker, actress Lisa Ray, television host Dina Pugliese, Cameron Bailey of the Toronto International Film Festival, fashion designer Lucian Matis, member of the Ontario Legislative Assembly Jagmeet Singh, philanthropist Suzanne Rogers and bloggers Caillianne and Samantha Beckerman.

The portraits will be on display in the atrium of the shopping mall until October. They will also appear in a print advertising campaign that will run through the year in magazines including Fashion, Flare, LouLou, Toronto Life and Hello.

"Yorkdale was built to provide Toronto with an unparalleled shopping experience," said Lucia Connor, marketing director at the Yorkdale Shopping Centre. "Our golden anniversary is as much about celebrating style as it is about recognizing our past and looking to the future. We wanted the anniversary campaign to be iconic, reflecting how Yorkdale and Toronto have evolved into a world-class destination."

The Yorkdale Shopping Centre is co-owned by Oxford Properties and the Alberta Investment Management Corporation.

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