Cadillac Fairview says “It’s Better in Real Life”

Consumers no longer go to physical stores to acquire goods - they are using these physical spaces to validate their purchases and connect with brands. Research shows that 76% of people feel a deeper connection to brands when they interact in person.

The CF team utilizes technology to improve guest experience at its properties across Canada, but still believes that technology cannot replace the essential human need for real-world interaction, tangible discovery, and shared experiences. As consumers increasingly seek out physical gathering places, this long-term strategy leans into emotional, organic moments that a phone screen cannot replicate —whether it’s the aroma of fresh espresso at Eataly, the tactile feel of a premium wool coat at Aritzia, or the collective energy of a live Lunar New Year lion dance.

Why now:

• The Need for Physical Validation: Even in the era of AI for shopping, humans crave tangible validation. When asked how important the "physical experience" (seeing, touching, or trying on a product) is to their final buying decision, over 68% of consumers rated it as extremely or very important. (Source: CF Insider Forum – AI for Shopping Study, Apr–May 2026)
• Beyond the Algorithm: Digital Algorithms can replace impressions, but physical spaces drive true inspiration. Visiting a shopping mall or physical store is the second-highest resource for product and style inspiration, capturing 56% of consumers. (Source: CF Insider Forum – AI for Shopping Study, Apr–May 2026)
  
• The Rise of the “Social” Visit: Property visits are no longer driven by pure utility. CF's data reveals the 'Social' mindset—purposefully arriving in groups to spend dedicated time with a partner, family, or friends—now drives a massive 31% of all property trips. (Source: CF Property Health Survey, Apr–May 2025)
  
• Engaging Gen Z and Millennials: Capturing younger audiences requires more than standard digital impressions. 73% of Gen Z and Millennial shoppers state that visiting an exclusive on-site property drop or pop-up retail event makes them feel part of a "cultural moment" (Source: MarTech / ANA)

Campaign Images:

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The platform rolled out nationally with localized programming tailored to each property, from cultural events and pop-ups to retailer activations and seasonal experiences. At a glance, the campaign included: new creative assets, OOH (out of home), digital & audio content, including bold, witty copy paired with rich lifestyle photography and videography designed to cut through the digital noise. Taglines rolling out include:

• “Touch screens can’t let you touch.”
• “Strolling tops scrolling.”
• “Tell stories instead of posting them.”

Additionally, social and influencer content was created positioning CF centres as go-to destinations for everyday plans.   A refreshed digital ecosystem built to better connect online browsing to in-person discovery. This includes a new “What’s On” digital hub and event calendar, site-wide "Live Hubs" with "Happening Now" header banners.

• Driving loyalty and urgency: Exclusive perks and early-access experiences for CF Insider members.