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Special Events

Front Row Seats Redefined

Special Events, Technology Lab

Step into the very real world of virtual events: a Q&A with Joerg Rathenberg, Senior Director of Marketing, Unisfair.
Q: What is the advantage of hosting a virtual event vs. a physical one?

A: For organizers, virtual events are a more economical way to bring thousands of attendees because they don’t have to contend with renting space, f&b or giveaways, and a[...] Tactics Subscribers Read More...

Dialing into the Holidays

Décor Themes, Entertainment, Technology Lab

An initial decor investment will turn into a future marketing budget contributor for Magic Valley Mall.
Shoppers driving by Magic Valley Mall in Twin Falls, USA can enjoy an enhanced holiday decor viewing experience along the “Mile of Christmas Magic” just by turning on their car radio and selecting the FM band. Designed by Rob and Zena Wri[...] Tactics Subscribers Read More...

The Stuff of Dreams

Community Room, Entertainment, Fundraisers, Sustainability

Pursuing sustainability, Rochdale Exchange achieves two goals in one event.
Rochdale Exchange Shopping Centre (Rochdale) addressed two of its CSR goals with one marketing program when it hosted “A Touch of Green,” a sustainability inspired charity ball for the Make-A-Wish Foundation. Part of the center’s Bee Aw[...] Tactics Subscribers Read More...

Waste Not, Want Not

Décor Themes, Entertainment, Sustainability

Hillsdale Shopping Center keeps its holiday décor project within budget by dusting off some old gems.
California’s Hillsdale Shopping Center (Hillsdale) found itself in a bit of a tight spot earlier this fall. The area that Mervyn’s department store had vacated when it closed down last spring was still empty and, according to marketing direc[...] Tactics Subscribers Read More...

Style to the People

Celebrity Appearances, Sales Promotions & More, Style Lounge, Stylist and Personal Shopping Services

Centro Rosedale enlists a celebrity stylist for its makeover competition.
Donny Galella’s approach to styling placed him at the top list of possible celebrity hosts for the makeover competition that Centro Roselands is currently holding. The stylist, designer and TV personality made a memorable impression on center [...] Tactics Subscribers Read More...

The Way of the Warrior

Entertainment, Sales Promotions & More

Aberdeen Centre raises traffic by as much as 50 percent with a trilingual exhibition.
The Return of the Last Emperor exhibition that Canada’s Aberdeen Centre presented this past summer was an exercise in balance and self-restraint for promotion and PR manager Joey Kwan. The event, which took nearly 12 months to plan, sent visit[...] Tactics Subscribers Read More...

Trading Up

Entertainment, Sales Promotions & More

The Liberty leaves its hard-knock life behind with a highly productive sales and entertainment event.
The rags to riches story that made “Annie” an overnight success in America more than 30 years ago still resonates with today’s audiences worldwide. Last fall, open auditions for a treble casting to appear in an off-West End production of t[...] Tactics Subscribers Read More...

Window Treatment

Grand Openings, Style Lounge

Live mannequins housed in glass cases were among the highlights of XXI’s opening campaign at Mapleview Shopping Centre.
Propped up on their pedestal and housed in a custom built case, models turned consumer curiosity into mall traffic in the week leading up to XXI’s July 18 opening at Canada’s Mapleview Shopping Centre (Mapleview). Hired by Go Bee Producti[...] Tactics Subscribers Read More...

Vampire Watch

Charity Partnerships, Entertainment, Style Lounge

Dubois Mall helps out its community while hosting a Halloween event.
On October 3, America’s Dubois Mall plans to redefine the shopping center Halloween event while doing something good for the community. With the help of presenting partner All About a Party, the mall will put on its Scare Fair 2009, featuri[...] Tactics Subscribers Read More...

In the Company of Men

Entertainment, Special Events

The Chimes counters a decline in male traffic with its “Big Boy’s Toys” event.
Health activities and Father’s Day competitions haven’t brought The Chimes any closer to its male audience. In fact, that old promotional pitch has fallen on dead ears and, over the past two years, the UK shopping center’s research has rev[...] Tactics Subscribers Read More...
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