Pool School

Dolphin Shopping Centre helps teach local residents water safety in the pool and at the beach.

James Lane used to rely on his armbands to tackle the water at his local pool. But after just one week of lessons at Splash School, the six-year old from Poole, UK, is swimming on his own. James is one of 50 children who are learning to stay saf[...] Tactics Subscribers Read More...

Backstage Pass

Celebrity Appearances, Customer Service, Entertainment

Ocean Terminal has managed to carve out an entertainment niche for itself by playing up its amenities. The event that truly put Ocean Terminal in the big league, however, was the 2003 MTV European Music Awards.

If the organisers of the Brit Awards wanted to hold their event at Ocean Terminal, Dennis Jones would take the call. Maybe. The centre manager would first have to check his calendar, which has featured some very high-profile events ever since Oc[...] Tactics Subscribers Read More...

Little Wonders

Sales Promotions & More, Shopping Center Business

Small center marketing isn’t about trying to recreate programs that were meant to support regional schemes. Understand the realities of your centre—don’t focus on how or where it falls short of the marketing conditions at other, bigger centers.

It’s easy to get testy when you’re expected to boost footfall and sales on a small centre budget. There never seems to be enough money or human resources to get the job done. But before you scour the city for a pouch of fairy dust or blow th[...] Tactics Subscribers Read More...

Nurturing a Social Conscience

Charity Partnerships, Community Room

Heart-felt consumers are embracing all sorts of worthy considerations presented within the mall, from environmental sustainability to health reforms.

It used to be that caring too much about our environment could get you labeled a granola-loving tree-hugger. Thankfully, that was before savvy marketing made granola trendy and drove the term 'environmental sustainability' into the common vernac[...] Tactics Subscribers Read More...

Shiver Me Timbers

Entertainment, Sales Promotions & More, Special Events

In the wake of Pirates of the Caribbean, Chantry Shopping Centre shivered shoppers’ timbers by randomly handing out free treasure.

The recent release of Pirates of the Caribbean Dead Man's Chest has once again subjected the masses to a serious case of pirate-fever. Not missing a chance to capitalize on the pirate trend, the crew at Andover's Chantry Shopping Centre in Engla[...] Tactics Subscribers Read More...

Cure for the Common Mall

Sales Promotions, Sales Promotions & More

The Mall at Millenia cured shoppers of Common-Mallaria with its heavy doses of signature events, and the mall’s carefully prescribed checklist of story ideas and photo opportunities.

The Mall at Millenia was decidedly media-savvy and proactive during the last Holiday season when it developed a press package addressing a fictitious ailment it called "Common-Mallaria". In a fun and creative approach entitled The Cure for the C[...] Tactics Subscribers Read More...

Strand Showcases Style

Catwalk Shows, Entertainment, Style Lounge

The Strand shopping center was host to some of Australia’s top fashion designers, who battled it out on the catwalk.

The Strand shopping center in Sydney, Australia has long supported Australia's top designers. So it was fitting for the stylish center to provide its perfect venue to toast the next generation of big names in fashion. Recently, Australia's ho[...] Tactics Subscribers Read More...

Riverside Femme

Community Room, Mall Clubs

Riverside Shopping Centre offers its female clients an exclusive lifestyle club.

Hemel Hempstead, UK, may not be a fashion destination for the world’s rich and famous, but the area now boasts its own set of socialites. On 10th May, Riverside Shopping Centre officially entered the local scene when it launched Riverside Femm[...] Tactics Subscribers Read More...

Next Exit: Fashionland

Entertainment, Style Lounge

Canada’s TransLink gave its SkyTrain transportation campaign the style treatment.

When you have places to go and fashions to buy, there’s no time for the hassles of traffic and parking. Just hop on the SkyTrain and get whisked away to your favourite shopping centre. It’s a tempting pitch that TransLink, the transportation[...] Tactics Subscribers Read More...

The Plaza’s PR Ploys

Advertising Creative Design, Design Studio, Sales Promotions & More

The London destination keeps its name in the headlines and its brand top-of-mind with a series of off-beat PR stunts.

The Plaza Shopping Centre on London’s famed Oxford Street is up to its PR tricks again. The centre that turned a few heads when it hosted a naked shopping event for naturists from across the UK two years ago is sustaining its reputation for de[...] Tactics Subscribers Read More...