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Shops at Don Mills - Putting the “urban” back in “suburban”

Expectations were sky high for the Shops at Don Mills after eight years of planning and three years of construction. One of the largest redevelopment projects in Canada, Cadillac Fairview’s 30 acres of retail and residential space was set to become Ontario’s first outdoor lifestyle centre complete with lush public spaces, Canadian art and a spectacular water feature.

Typically only found in downtown, the launch of a pedestrian-friendly shopping experience was already causing buzz among uptown fashionistas. MAVERICK sensed it had a retail story with high news value, with stores like Anthropologie, McNally Robinson, Salomon Sports and the 22,000-sq.-ft. mcewan gourmet food store choosing Shops at Don Mills as their location of choice.

But several sticky issues remained. Most pressing was reassuring local residents that the new incarnation of the 50-year-old Don Mills Centre would not only better serve their needs, but continue to be a hub of community life. Keeping communication lines open between Cadillac Fairview, residents and journalists was crucial to Shops at Don Mills’ success.

In the months leading up to the launch, MAVERICK used strategic counsel and creative media outreach to keep residents abreast of the redevelopment’s progress and how the project would evolve. Our multifaceted PR campaign ensured Shops at Don Mills was positioned for success when the doors officially opened in April 2009.

Targeted media tours for Toronto’s top urban affairs, architecture, retail and lifestyle journalists earned pre-launch coverage in National Post,  Globe and Mail,  Toronto Star and on CBC Radio’s Here and Now.

On Opening Day, CBC News at Six,  CFRB and EZ Rock broadcasted live on location, and our news spread as far as Winnipeg. Post-launch, MAVERICK continues guiding the development’s media and community outreach. Our work earned more than 35 million impressions in print, broadcast and online media. An ongoing array of fashion, food and architectural stories suggests this unique shopping destination will sustain media attention and continue to thrive.

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