Cadillac Fairview is betting that Canadians increasingly want something the digital world cannot offer: real-life connection.
The commercial real estate company, with high profile shopping centres across the country, has launched its It’s Better in Real Life campaign as new consumer research suggests shoppers are looking for more than just stores, with nearly one-third of visits to its properties now driven by social reasons such as meeting friends or spending time together.
Craig Flannagan, vice-president of marketing at Cadillac Fairview, said the company is seeing growing demand for experiences that bring people together, from sporting events and cultural programming to interactive activations and expanded retail concepts.
He said 56 per cent of visitors come to see and touch products in person, while 76 per cent say they feel a deeper connection when interacting with retail or food experiences face to face.
Flannagan said the trend has become more pronounced in the years following the pandemic and as Canadians spend more of their lives online. While digital technology remains an important companion, he said it cannot replace the warmth of shared experiences, adding that Cadillac Fairview is expanding its programming across the country to position its shopping centres as destinations for authentic, in-person connection.
Cadillac Fairview has ongoing efforts to create spaces and programming that bring people together and foster meaningful connections, which is at the heart of the campaign.
As digital convenience becomes the default, CF saw an opportunity in what online can’t deliver: the sensory, social and emotional value of being there. The result is “It’s Better in Real Life” — a new always-on marketing platform tackling digital disconnect head-on, focusing on cutting through digital noise and positioning CF shopping centres as ultimate destinations for connections, inspiration, and community.
This isn’t just a messaging shift; it marks a major commercial evolution. Consumers no longer go to physical stores simply to acquire goods. They are using these physical spaces to validate their purchases and connect with brands. Research shows that 76 per cent of people feel a deeper connection to brands when they interact in person.
While technology is an incredible tool, CF believes it simply 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 simply 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 per cent of consumers rated it as extremely or very important;
- 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 per cent of consumers;
- 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 per cent of all property trips;
- Engaging Gen Z and Millennials: Capturing younger audiences requires more than standard digital impressions. 73 per cent 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”.
The platform rolled out nationally with localized programming tailored to each property; from cultural events and pop-ups to retailer activations and seasonal experiences.
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.”
- Always-on social and influencer content 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.
Results
- Unprecedented Consumer Intent & Engagement: Validating the consumer desire to transition from “scrolling to strolling,” the campaign generated an exceptional high-intent to visit. Audience engagement with the creative was 2x higher than CF’s standard benchmarks, achieving a stellar 15 per cent+ average engagement rate across the board—with standout regional properties skyrocketing to 45 per cent–60 per cent engagement rates. This performance proves the message deeply resonated with consumers actively looking for real-world inspiration and connection;
- Maximizing Long-Term Ad Recall: By maintaining an optimal frequency of at least 4x per person, the campaign consistently cuts through the digital noise to maximize message retention, significantly cementing long-term ad recall and brand awareness;
- Experience-Led Engagement: At CF Carrefour Laval, a multi-sensory Summer Garden activation brought this platform to life, engaging 5,300 participants and earning a 9.4 CSAT score and 96 per cent average placemaking KPI performance. Featuring towering floral installations, whimsical flying bees, interactive scent pillars, and community events like honey tastings and the Chess in the Garden series, the initiative perfectly demonstrated how physical, experiential programming drives deep community connection and delivers the rich, real-world moments that consumers increasingly crave.
Flannagan said one of the most interesting pieces of data that Cadillac Fairview is working from is that about a third of visits, 31 per cent in recent research, are really coming for a social purpose.
“So it could be to grab a bite. It could be just to hang out. Fifty-six percent of people who are coming to our properties are there to see and touch products, so that physical, tactile element. Seventy-six percent feel a deeper connection when they’re interacting in retail or in food in person,” he explained.
“I think one of the things that we’re hypothesizing is that, in a world that has maybe never been more digitally connected, we’re leading to a bit of emotional disconnection.
“We understand that our places are where authentic life unfolds, and if you are looking for that connection, we’re a great place. We’re seeing it in our retail experiences. You just need to step foot in Aritzia’s expansion at the CF Toronto Eaton Centre and see the store and the AOK Café. That is a hub of activity. But also with the experiences that we’ve been doing. The FIFA World Cup screenings were very well attended. Calgary Stampede continues to be incredibly well attended and reviewed. We’ve got everything from sports-driven experiences to the gardens at Carrefour Laval that are bringing thousands of people together.
“We really just felt like it was the perfect time for us to remind people of the benefit of being in real life and how CF really brings that in spades.”
Flannagan said obviously, retail and food are still driving people, but this idea in-real-life connections is something that the company really wanted to bring to the surface because it’s seeing this happen.
“We’re feeling that while digital technology is a helpful companion, it can’t replace the warmth of a shared human connection, a shared space,” he said.
“Our retailers are seeing that as well. When 56 per cent of people are coming to the properties so they can see and touch a product, or we’re seeing omnichannel brands realize the power of a physical space . . . we’re seeing it on our retail and business side, but we’re also seeing it in humanity.
“It’s clearly something that is a growing trend, and I don’t think there’s anybody better positioned to give Canadians what they need in terms of that human connection than Cadillac Fairview.”
The social aspect of the shopping centre has been around for years but Flannagan said a bigger push has come out following the years of the recent pandemic.
“Definitely, in a world that’s never been more digitally connected and at times feels more and more artificial, I think that the pull for balance in people’s lives, to experience some real-life things and just some real-life moments, is getting stronger.
“I think we’ll continue to see that kind of rebalancing. That’s my view, and it’s our view, which is one of the reasons we wanted to make sure that people continue to understand and know that we’ve got experiences. All of our retailers are a physical experience, and we continue to look at one of the roles that we can play as providing that in-real-life connection for people.”
More from Retail Insider:
