Ice sculptures were the focus of a festival designed to attract shoppers and maximize traffic for the Christmas shopping period at CentrO Oberhausen in Germany.

Even when you do nothing, you’re communicating something. When it comes to communications within your mall, the argument still holds. Shoppers are definitely picking up on all sorts of messages being sent—whether you mean to send them or not.

Bluewater uses “quiet” advertising to offer its shoppers the gift of travel.

Coyote Management’s retro campaign raised retailer awareness of its properties, strengthened its visual branding, and helped Sarasota Square Mall sign major leases.

Deira City Centre reached a circulation of 30,000 for its two lifestyle magazines. That’s no small feat in a society where direct mail is an unacceptable form of consumer advertising.

Realizing that its market was shifting, Dufferin Mall reached out to young urban singles—who comprised half of its local population, but only 23% of the mall’s shoppers. Its campaign worked: Dufferin’s share of the yuppy market increased by about 30%, or approximately 58,000 visits per month.

The Mall at Cribbs Causeway commissioned a £1 million (US$1.4 million) multimedia marketing campaign, to portray itself as the ultimate ‘retail therapy’ destination to its core demographic: women around 35. To build on the success of this campaign, the mall then developed another for the holidays.

After finding itself at the intersection of two new freeways, Oakridge Mall mailed out 100,000 postcards to potential customers to let them know it’s in “the neighborhood”.

Mission Valley Center’s “More Merry, Less Moolah” campaign gave shoppers a reason to visit—and come back another time.  Overall, 33,200 more people visited the center during the event period.

Westmount Shopping Centre’s childcare facility, Let’s Play, gives mothers a chance to enjoy some easy shopping. The return has been outstanding: sales were up $5 million from last year, and mall visits increased by 700,000.