Placentia Town Center’s illustrative character, Holly Green, came to life as a real person to hand out goodies to holiday shoppers.
An increasing number of shopping centers are developing media relations programs not only to raise their profile above competitors, but also to make the most of promotional opportunities.
A look at integrated marketing events that take school age kids beyond fun and into events and programs that both inspire and educate participants.
During its back-to-school season, Biggs Park Mall hosted a “Grubbiest Sneaker Contest”. Young shoppers could deposit their shoes into a container in the mall to be judged. The grand-prize winner was awarded new shoes, and runners-up received mall gift certificates.
Shoppers at Mall of Orange had the chance to win their own Valentine’s Day gift. Shoppers chose three gift items worth $150 from over 50 stores, listed them on an entry form, and deposited it in an entry box. The mall purchased three winners’ #1 prizes for them. The merchants were pleased with the extra, cost-free traffic.
Woodbine Centre combined a direct mail piece, a window display contest and free giveaways for its Valentine’s Day promotion.
Sheppard Centre aimed to include everyone in its Valentine’s Day promotion, “Follow Your Heart to Sheppard Centre”.
Tinsel the Shopping Bear retained Shenango Valley Mall’s Christmas traffic by giving out gift cards daily.