Seeking to tap into the office worker market, White Plains Galleria’s “Especially for You” campaign saw costumed Santa helpers hand-deliver promotional gold packages to 10,000 business employees. The campaign was highly successful, with 16.8 percent of giftees responding.

Shoppers at White Flint were encouraged to hold onto their receipts and hope for snow. One of the center’s retailers issued a “Snowfall Challenge”—if there was one inch or more of snow on Christmas Day, shoppers who bought jewelry between November 15 and December 15 would be refunded the purchase price.

New River Valley Mall offered holiday shoppers who spent $150 or more a certificate for a free cellular phone.

To encourage repeat traffic, Coquitlam Centre gave shoppers the chance to win prizes by depositing promotional newspaper inserts at the mall between certain dates. The mall received 4,392 entry forms, a six percent return.

After an earthquake, Glendale Galleria’s parking garage had to be rebuilt, adding to an already negative perception that it was difficult to park at the mall. A  promotion was developed to get the word out before the holiday season. Giveaways—including a new car, reserved parking spaces, and gift certificates—were promoted through direct mail sent to 135,000 households. Radio ads, greeters, and signage all helped reinforce the promotion. The campaign resulted in a 15% increase in sales, as well as a fresh database for future advertising thanks to 80,000 contest entries.

Realizing that 5 million people eat in mall food courts every day, Cafe USA launched an entertainment and news program broadcast for food courts across the country. Participating malls could become a “local affiliate” and advertise for four minutes every half-hour.

Gateway Mall sponsors Games and sees more than 20,000 residents and visitors shop ’til they drop on Athlete’s Night.

Village Green Mall reaffirmed its “Good Neighbours” marketing position by helping local high schools raise funds for their graduation ceremonies. For every $10 in purchases, customers received a “green buck” that entitled them to vote for the local high school of their choice. The winning school received $1,000 for their ceremony, while a local radio station provided $500 as a second prize. March sales increased by 15% over the prior year, or about $250,000.

Lenox Square—one of the largest centers in the U.S.—was undergoing construction and wanted to let shoppers know it was still open for business, with its regular caliber and selection of stores. “A Stroll Through Lenox Square” was created to showcase the center’s 200+ stores to the city’s hosts, the Atlanta Concierge Society members, so they could see everything the mall can offer their guests.

North Point Mall lifts its mid-week sales with a direct-mail insert campaign in the Atlanta Journal Constitution.