Pawsox Idol

American mall hosts auditions to find its own Idol artist to sing the National Anthem at local baseball game.

The Pawtucket Red Sox is a Minor League Baseball team in Massachusetts (USA), and it takes pride in putting on a good show for fans on and off the field. Like the Major League Baseball, which brought out past American Idol winner Kelly Clarkson [...] Tactics Subscribers Read More...

Crank It Up

Entertainment, Special Events

Sihlcity gets a nice PR boost as one of its tenants, the Papiersaal dining and entertainment hot spot, hosts the International Radio Festival.

Shoppers in Ibiza, Spain might never have heard of Papiersaal if it hadn’t been for the International Radio Festival (IRF, www.InternationalRadioFestival.com) held there last September. Now, the little Swiss paper factory warehouse turned dini[...] Tactics Subscribers Read More...

Keeping Up With the Joneses

Entertainment, Special Events

Mall marketers team up with local event organizers and hands out branded sodas to stay connected with shoppers on Canada Day.

Willowbrook Shopping Centre has always prided itself on giving customers what they need. But last year, the regional mall had to abandon one of its most cherished traditions: hosting Canada Day celebrations. “It has been difficult to draw t[...] Tactics Subscribers Read More...

Naughty or Nice?

Entertainment, Special Events

With its burlesque pop-up grotto, Westfield London gives grown-up shoppers something to look forward to during the holidays.

Toulouse-Lautrec would have felt right at home in Westfield London last holiday season. The French artist, who immortalized the decadent times of the late 19th century in the popular Paris quarter of Montmartre and its famed Moulin Rouge, would [...] Tactics Subscribers Read More...

It’s Show Time

Celebrity Appearances, Entertainment, Food & Beverage, Grand Openings, Special Events, Style Lounge

Consumers need a compelling reason to put down their gadgets, step away from the TV, and go to the mall. Simple entertainment just doesn’t cut it anymore.

When the curtain rises on opening day, the number one thing a stage producer hopes for is a packed house. Marketers strive for the same outcome in the theatre of retail. That may well be their biggest problem. Developing special events is an [...] Tactics Subscribers Read More...

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...

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...

Bloggers on Board

Community Room, Special Events

Moms have embraced the internet as the ideal tool for research, shopping, and connecting with other moms, and Simon Property Group capitalizes on that.

Motherhood and the Web seem to have been made for each other. Whether they stay at home to raise their kids or juggle a household and a career, moms have embraced the Internet as the ideal tool to conduct research, shop, express themselves and c[...] Tactics Subscribers Read More...

From Artist to Mentor

Entertainment, Special Events

Florida Highwayman shares his knowledge with art students at The Gardens Mall.

Students at America’s Bak Middle School of the Arts are likely more familiar with street artist Shepard Fairey’s Obama posters than with the works of the Highwaymen, a group of African-American travelling artists who rose to fame between the[...] Tactics Subscribers Read More...

Marketing Complexion

Community Room, Entertainment, Special Events

Shopping centers open their eyes and minds to the new demographic reality.

Shopping is one of society's common denominators. People from all walks of life do it for self-indulgence. But ask consumers about their individual experience in your average mall, their sense of belonging there, and you might be surprised at ho[...] Tactics Subscribers Read More...