It’s official, you can’t do everything. For a business as vast and complex as a shopping center, communicating with an endless array of interested parties can become a logistical nightmare. Before you make your next advertising or communications outsourcing decision, take a moment to talk to these sources.

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.

Richmond Centre’s advertising campaign,  “The Hunt”, aims to identify with anyone who’s bagged the ultimate shopping trophy.

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

Specialty retailing is no longer an emerging trend in shopping centers—it’s big business. Shopping centers have found kiosks, carts and other temporary retail leasing programs to be a cost-effective and flexible way to improve the bottom line, and space that once sat empty has now become a viable and reliable source of additional revenue.

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.

To welcome Santa back to its halls, Christiana Mall combined Yuletide cheer, timeless tradition, and technological innovation into a magical event.