The Paper Pat Project

Entertainment, Special Events

Introducing its Paper Pat personification is Sevenoaks’ way of dealing with its “social impairment” and get back on shoppers’ radar.

Some people can’t resist crossword puzzles, and others can’t help playing dress-up when they get a paper doll in their hands. Canada’s Sevenoaks toyed with the latter group during the 2010 back-to-school season, putting a paper doll charac[...] Tactics Subscribers Read More...

Vogue Voyage

Entertainment, Special Events

Reality TV series The Amazing Race has inspired a lot of copycat programs, but Billings Bridge delivered its own original competition on the Web.

Last May 19 through 29, shoppers got a crack at solving a mystery in Billings Birdge’s Vogue Voyage interactive online contest to win a trip for two to Paris. At the heart of the intrigue was a cast of fictional characters: wealthy traveler Si[...] Tactics Subscribers Read More...

PS Perks

Entertainment, Special Events

Plaza Singapura’s dedication to families permeates every marketing program it develops, down to its giveaways.

Plaza Singapura’s dedication to families permeates every marketing program it develops, down to its giveaways. During this past Mid-Autumn Festival, the first 200 primary school children who participated in a special event and made a Chines[...] Tactics Subscribers Read More...

Looking for Abuelita Noel

Entertainment, Special Events

Mall hopes that contest to find someone to play Santa’s grandma will appeal to Hispanic families in its catchment.

Santa could be upstaged when he arrives at Anaheim Town Square this Black Friday, and by his grandma no less. The center is running a new competition, asking shoppers to write in 200 words of less why their grandmother should be selected as Abue[...] Tactics Subscribers Read More...

Grabbing Attention

Entertainment, Special Events

Monee Ponds Central raises its marketing voice so that shoppers finally get that it’s open for business on Sundays.

It took a five-month marketing push for families in Moonee Ponds, Australia to finally realize that their community mall was indeed trading on Sundays. With roughly 90 percent of adjacent shops closed on those days, it seemed to matter little th[...] Tactics Subscribers Read More...

Fickle Teens, This Way Please

Entertainment, Sales Promotions & More, Special Events

To keep teens interested in visiting, Greenstone Shopping Centre set up a Chill Lounge in its center court.

There are always some good news and some bad news that come with teen marketing. The good news is that teens are curious and keen to try new things. The bad news is that your mall needs to keep providing those novelties to sustain their interest[...] Tactics Subscribers Read More...

People’s Choice Event

Entertainment, Special Events

Reaching out to teens, Park Royal hosted Teen Movie Night in conjunction with a local radio station.

Park Royal is about to make an experiment and, if all goes well, the shopping center could become the new teen hangout in West Vancouver, Canada. On September 24, the center will host The Beat 94.5 radio station’s Teen Movie Night for the f[...] Tactics Subscribers Read More...

Lovin’ It

Entertainment, Special Events

To get soccer fans off their couches, Brent Cross built a house right in its center, where male customers could lounge with like-minded fans while other visitors shopped in peace.

When the 2006 FIFA World Cup threatened to turn malls into ghost shopping towns, especially in soccer nations like the UK, retail marketers put their thinking caps on and tried to come up with strategies that would help peel customers off their [...] Tactics Subscribers Read More...

Chocolate Wonders

Entertainment, Special Events

In partnership with sponsor Mars Canada Inc., Aberdeen Centre commissioned artist and toy designer Dio Wong to build giant reproductions of The Great Pyramid of Khufu and The Sphinx of Giza using M&M’s®.

We’re told that to be creative, we need to connect with our inner child. Joey Kwan seems to have taken that advice to heart. A lover of M&M’s® Chocolate Candies, the promotion and PR manager for Canada’s Aberdeen Centre was reportedly enj[...] Tactics Subscribers Read More...

She’s Alive!

Celebrity Appearances, Entertainment

Lakeside Shopping Centre topped its 50-foot Christmas tree with a live fairy actress.

How do you perch a living Christmas fairy on top of a 50-foot tree? With a 30-tonne crane and a crew of 10 workers with really steady hands. Oh yes, and you also need a willing participant. Luckily for the UK’s Lakeside Shopping Centre (Lakesi[...] Tactics Subscribers Read More...