Dixie Outlet Mall isn’t all about bins of cheap clothing. That’s why a new $400,000 marketing campaign for the Mississauga, Ont.-based venue will emphasize that it carries popular brands for value prices.

‘We are going after a quality brand that people can recognize and identify with,’ explains Gail Taylor, CD for Toronto-based agency Taylor Marketing Network, which worked on the campaign. ‘There are these amazing retailers here with fantastic brand merchandise that you can get at outlet prices.’

The effort, which includes print, radio, outdoor and transit, launched in the Toronto area for back-to-school. The ads feature clothing labels from well-known brands such as Levi’s or Eddie Bauer with the slogan ‘You Need An Outlet.’

The message behind the campaign is clear: The mall now offers its target audience (women aged 18-to-54) more for less, a notion that is further supported by a slew of new higher-end stores, including Sport Chek, Urban Planet and The Bombay Company.

Claire Santamaria, marketing director for Dixie, adds that the main goal is ‘to create an advertising campaign that makes Dixie Outlet Mall the outlet shopping destination for Southern Ontario.’

To help achieve that, Dixie is also working with Tourism Toronto and the Toronto-based Ontario Motor Coach Association to help promote the new-and-improved mall to tourists, by offering incentives such as coupon books to draw them in.

Client: Dixie Outlet Mall

Agency: Taylor Marketing Network

Creative Director: Gail Taylor

Copywriter: Cathy Shilton

Art Director: Karen Finley

Photographer: Doug Metcalfe

Studio Production: Metcalfe Photo Studios

Marketing Director: Claire Santamaria

Public Relations: The Idea Workshop