Art Direction and Design: Chris Young
For the 2011 Lancaster Mall print ads, a concentrated emphasis is placed on community news awareness, and so these ads are more content-heavy than your trendy fashion-based ads that other malls might use. Lancaster Mall is on Saint John, New Brunswick’s west side – a polar opposite to any of the lower mainland’s leading malls, and so the approach used is much different. The ads appear in the River Valley News, a monthly publish newspaper, with a more mature reader base, which is exactly who we’re speaking to in these ads. These are the loyal customers that have shopped at the mall for the past 30 years. The ads are split up into different areas showcasing the latest mall news, an ‘in the community’ column, as well as a Savings Zone showcasing some of the sales and specials taking place at the mall. For the ads leading up to the 2011 holiday season, we showcased the many events that would be taking place at the mall including crafts, home-made baking sales and the Music in the Mall events.
The ads shown on the far right are from the reopening of the renovated Lancaster Mall. The entire mall identity was refreshed from the ground up. You can learn more about the mall’s identity refresh here. Shown are a grand opening teaser ad, and a detailed events listing version of the ad that ran in local papers, as well as the unaddressed ad mail postcards that were mailed out within a 5km radius of the mall.
See also the Lancaster Mall identity, and the Lancaster Mall website.
