Eaton Centre in Toronto has dropped its fashion centre image and is taking advantage of its appeal as a city landmark to get closer to consumers.

The repositioning, reflected in the slogan change from ‘If it’s not here, it’s not in fashion,’ to ‘You at the Centre,’ is being initiated by Vivienne McCuaig, former vice-president, public relations for Toronto agency Marshall Fenn.

McCuaig took over as director of marketing for Eaton Centre in June.

McCuaig says the change reflects the consumer’s interest in lifestyle rather than fashion, adding, not all 320 stores at the downtown centre are fashion stores.

An advertising campaign running through the end of October features models, real people and a range of Eaton Centre products on interior subway superboards, street ads and bus shelters, with some radio support.

A ‘You at the Centre’ newsletter is being put out four times a year and will distributed through postal walks and insertions in The Toronto Star and The Globe and Mail.

McCuaig says the newsletter will not be strictly retail.

She says it will include helpful hints about getting through the Christmas season and emphasize Eaton Centre’s role as part of the Toronto downtown community.

Advertising for Eaton Centre is handled in-house, with creative direction and writing for the campaign from Reactor Art & Design.

The media buying business is with Morris and Fellows of Atlanta, a firm specializing in shopping centres.

McCuaig says she will assess advertising for the centre, but will only change what needs changing.