I have an interesting history with Lansdowne Shopping Centre. I first worked on the account back in the early 90's, when I was founder and partner of the Thumbnail Creative Group. The mall was cavernous and virtually empty when we visited on a sunny Tuesday afternoon. At that time it was called Lansdowne Park Shopping Centre as it was build on the old racetrack site. It is also situated between two very established large shopping centres which have the lion's share of the market. With it's tenant mix and huge parking lot it was, and still is, a handy mall for families to find what they need. So with a family market in mind and lots of room for strollers, I came up with the tag line "shopping is a breeze in the Park". It was a great campaign (email me if you want to see more), and it garnered Ivanhoe Cambridge their first gold Maxi award for excellence in shopping centre marketing. Eventually, management changed and we were asked to market the centre as a fashion centre. As they did not have the tenants to support this, we advised against it. In the end, we resigned the account.