Canary Wharf: Spring Fashion Event - Matwalk - Brands2Life Canary Wharf: Spring Fashion Event – Matwalk CHALLENGE To drive perception change of Canary Wharf and encourage consumers to view the area as a desirable retail space as well as highlighting the extensive offer of over 300 high shops, restaurants, bars and gyms. As part of this, we were tasked with promoting their annual promotional event of retailer discounts – the Spring Fashion Weekend – to drive footfall and awareness. APPROACH To help drive awareness of the Spring Fashion Weekend, we made the strategic decision to target mums-to-be following research revealing that Canary Wharf is a great area for accessibility. We commissioned mums-to-be to discover how pregnancy fashion makes them feel and targeted pregnant fashion and par

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