Selling to Tourists
Situation
. As the largest outlet mall in the state of Washington, SuperMall represents a major tourism attraction for the millions of visitors to the Seattle area. The tourism base consists of not only Canadian customers, but also Asian and Western Europeans. Advertising to such a wide range of visitors presented a challenge.
Solution.
We addressed the key concerns of guests - recognizable brands at discount prices! The program used a "point of contact" approach, marketing to local guests vicariously through hotel front desk staff and concierge services.
Results.
In its first year, tracking of tourism visits nearly doubled and tourism expenditures at key stores increased.
