Mall Re-Branding
Situation.
SuperMall, located in suburban Seattle, represents the largest outlet mall in the state of Washington, featuring nearly 130 stores with a value orientation. Mall sales were suffering, and the ad program had missed the point. There was a different story to tell!
Solution.
Telling the value story proved to be the key. "Get More, Spend Less" became the new umbrella theme depicted in a bright and simple campaign implemented with mall posters, door decals, mall directories, prints ads and more. New radio spots were developed using a fun approach to the unbelievable experience of getting more for less. More importantly, mall sales promotions focused on telling the value story to customers in a number of ways, encompassing in-mall graphics at key stores and door greeters for key merchandising periods.
Results.
Mall sales increased 3% in the first three months of the campaign, leasing improved and the simple approach helped cut advertising expenses by nearly 50%. Customers got the message.
