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Southgate Hero

A longtime ally reinvents itself, for a launch with standing room only.


SOUTHGATE CENTRE


Southgate Centre is the premier fashion destination in Edmonton. Toolbox had worked closely with the Southgate brand for 12 years. But big changes were in motion. A couple of years ago, Southgate underwent a multi-year, multi-million dollar expansion that would see the centre grow by more than 250,000 square feet. The renovation would coincide with a new fashion positioning that would make Southgate the undisputed destination for style in the city of Edmonton.

Unveiling this expansion couldn't be just another typical mall re-opening. It needed to be a very grand re-opening, with a staged campaign, and collateral pieces that would support the new, higher end fashion positioning. The goal was to develop a grand opening campaign that would transition Southgate nicely into the new look, feel, and character of the centre - and carry the centre long after the celebrations had died down.

A grand re-opening, with a staged campaign, and collateral pieces that would support the new, higher end fashion positioning.



40 years of elegant style

The expansion also corresponded with Southgate’s 40th Anniversary. For the 40th Anniversary materials, a high fashion feel combined with a cinematic black and white context. This spoke to the rich history of this centre in this community – with unmistakable cues of refinement and classic elegance.

Southgate 40 A
Southgate 40 B
Southgate 40 C
Southgate 40 D
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  • Southgate Marketing Plan 1
  • Southgate Marketing Plan 2
  • Southgate Marketing Plan 6
  • Southgate Marketing Plan 7
  • Southgate Marketing Plan 1
  • Southgate Marketing Plan 2
  • Southgate Marketing Plan 6
  • Southgate Marketing Plan 7

Models ready. Cameras flash. Fashion comes to life.

The 2011 marketing plan was a clear opportunity to entrench Southgate’s bold new fashion identity. Framing the marketing plan as a full-fledged, intelligent, fashion-forward magazine sent signals of excitement throughout the organization and among retail partners.

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Southgate GO A1

Grand Opening with an
eye to mystery

This Grand Opening called for a multi-tiered campaign, stoking excitement slowly and strategically throughout
the city. Creative was loaded with mystique, a little fantasy, and a luxe, smoky feel. The teaser campaign centred around a simple “Aug 5” positioned all over the city, and worked wonders. It captivated the whole city, even bringing out local news cameras to investigate.

Southgate GO B
Southgate GO C
Southgate GO D
Southgate GO E

On the day of the launch, the effect was astonishing. Traffic at Southgate was up by more than 41% for the Grand Opening, and total sales were up by nearly 30%. Southgate overachieved their publicity goal by 204%.
The industry took notice, too: the campaign won an ICSC Maple Leaf Gold award.

Southgate GO A2
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