Chatting Up Mall Shoppers

Entertainment, Special Events

Verizon hosts Cookies with Santa events in key markets, and teams up with PlaceWise Media to run an parallel online campaign.

There’s no shortage of corporations willing to cut a check to gain visibility in malls during the holiday season. The execs at Verizon Wireless, however, know that it takes more than that to make a lasting impression. So last year, they called[...] Tactics Subscribers Read More...

Pop-ups Gone Creative

Entertainment, Special Events

aMBUSH Gallery collaborates with Darling Quarter and Glasshouse shopping center to host public art events.

Two art events taking place in Australia are the latest examples of pop-ups gone really creative. Not only are their exhibits ephemeral, but so are the very structures that house them. The first, held in Sydney’s Darling Quarter precinct, i[...] Tactics Subscribers Read More...

Giving It their Best Shot

Entertainment, Special Events

Mikiki center follows up in-center event featuring photographer Ninagawa Mika with a contest that put shoppers behind their smartphone cameras.

Don’t be fooled by the small devices; the shoppers who entered Mikiki’s photography competition last November were keeners. They just didn’t have the traditional set of lenses, tripods and flashes that many hobby photographers schlep aroun[...] Tactics Subscribers Read More...

Plugged In and Decked Out

Entertainment, Special Events

A Men’s Crèche is being piloted as an engaging space that reluctant and shopping-weary visitors will find more appealing than sitting on a bench in center court.

Youths visiting the Manor Walks Venue digital center will need to make room for the “big boys” this summer. On July 4, the UK mall opened a trial Men’s Crèche there as an oasis for male “shoppers.” You can probably picture the sett[...] Tactics Subscribers Read More...

The Page-Turner

Entertainment, Special Events

The Galeries collaborated with Books Kinokuniya and Random House to host a literary exhibit whose central piece was a “flying novels” hanging sculpture made of 900 books.

Sydney’s literary buffs had their Christmas wishes come true last year when The Galeries held The Printed Word, an exhibition that celebrated the art of reading. The marketing effort, which gave retailers a much-needed boost and stressed th[...] Tactics Subscribers Read More...

Back in the Spotlight

Entertainment, Special Events

Santa takes regains his rightful place on El Bosque’s throne in a specially commissioned holiday musical.

It’s hard to believe, but in recent years Santa has been playing second fiddle to the prize dealers at Centro Comercial El Bosque (El Bosque) in Ecuador. Back in 2007, the mall began offering prize draws as holiday incentives; anything from gi[...] Tactics Subscribers Read More...

Feeling Lucky?

Celebrity Appearances, Entertainment

Lucky hockey fans win Calgary Flames season tickets in a North Hill Centre giveaway that drew more than 6,700 participants.

Canada’s North Hill Centre (NHC) went for the tried and true when it came time to develop its holiday program last year, then it added a dash of excitement. “What we knew was that people in Calgary really wanted to win Calgary Flames hock[...] Tactics Subscribers Read More...

Wigan’s Christmas Cracker

Entertainment, Special Events

Competing UK centers generate nearly $327,410 in PR value by collaborating on a holiday parade and light switch-on event in the heart of Wigan.

Grand Arcade and The Galleries could have spent a fortune trying to outdo each other last holiday season. Instead, the two UK retail destinations joined forces with local Wigan Town Centre Management to host Wigan’s Christmas Cracker, an event[...] Tactics Subscribers Read More...

Uber Flash Mob

Entertainment, Special Events

Arcaden Shopping centers stage holiday flash mobs in 20 German locations via live streaming for half a million shoppers.

Holiday flash mobs have become the new expected entertainment highlights during the holiday season. Germany’s MFI center manager, however, took the concept to new heights last December when it invited then 83-year-old conductor Gotthilf Fische[...] Tactics Subscribers Read More...

Road Stories

Entertainment, Special Events

Metrolink commuters got a big surprise when a mall Santa hopped on board with his troupe to sing and hand out copies of the Elf Times.

Santa is a big star, but he didn't mind riding public transit with his elves on his way to his grotto at Manchester Arndale in the UK last year. On December 16, he ditched Rudolph and the other reindeer, preferring to leave the driving to someon[...] Tactics Subscribers Read More...