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CF Fairview Pointe Claire. CF Promenades St-Bruno. In the ensuing years, CF brand building leaned heavily on improving the experience for those who visited its properties — which explains the multitude of innovations it has rolled out in recent years, from a loyalty offering to a Live by CF customizable shopping app developed by its Ravel by CF innovation team and three new pilots launched just last month designed to meet new omnichannel needs arising from the pandemic.

In response, the company moved its brand building efforts outside its own four walls, increasing ad spend in a bid to remain top-of-mind until mall-goers could rebuild old shopping habits.

Among its top priorities moving forward is helping people, including younger demos, remember the joys of visiting the mall — and not only for shopping. After all, malls are community gathering places and a common hangout among the TikTok generation, a safe escape from parental supervision, where many adventures, first dates and first kisses are had — an oasis of sorts that many are now needing to rediscover, Anderson says.

So, for the first time, CF has launched a campaign on TikTok to help recall those feelings of excitement and happiness, relying, in part, on nostalgia.

But it also found inspiration for the campaign in a s commercial for the Toronto Eaton Centre that featured dancers at the mall.