Make headline news—without breaking the bank. Done properly, PR can turn a mediocre retail scheme into a success.

Encouraging entrepreneurial spirit among young people ages 6 to 15 was the focus at St. Albert Centre. Kids were invited to get a head-start on their future business careers with a program that helped them to set up shop and sell their products in the mall’s common area.

Lehigh Valley Mall created a Teen Board to assist with various events. In return for their help, the teens learn about retailing, gain valuable experience, and get to take on special roles—merchandising, sampling, and modeling.

With budget cuts affecting local schools’ arts and services, The Promenade at Woodland Hills saw an opportunity to step in and help.

After the SARS outbreak, Scarborough Town Center created a campaign to thank healthcare workers and stimulate the local economy.

Following a ravaging firestorm, four Australian centers got together to thank firefighters and volunteers, and find a way to give back to their ravaged community.

Cloverdale Mall and Clover Leaf Seafoods teamed up to promote the mall’s Tuna Tuesdays food drive, with outstanding results. Originally hoping to raise 10,000 cans of tuna, which would be matched by Clover Leaf Seafoods, the mall instead collected 25,418.

In an interesting marketing twist, Lambton Mall mailed out 30,000 pieces of wrapping paper to local homes. One side of the paper had holiday-themed visuals, while the other side featured a full-color calendar of mall events.

The Macerich Company, with its patriotic and successful Old Glory*ous Celebration campaign already underway, pitched in to pay tribute to South Dakotans who aided the World War II effort.

Without a doubt, the shopping center industry as a whole seized the opportunity to support its neighbors, shoppers and communities after the 9/11 attacks. Shock was quickly redirected into action, and the response – from both people and shopping centers – was overwhelming.