At a time when sales were dropping along with the economy, a new expansion was set to open. How to generate excitement and traffic in a highly competitive and hard-hit retail environment? Our answer was to create an attention-getting campaign that positioned Westside Pavilion as the lively, risk-taking, out-of-the-ordinary place it was designed to be.
We knew that, if there was anything people hated about shopping at Westside Pavilion, it was the parking. So we focused on the 1,000 new parking spaces that were part of the expansion. And did it by recognizing the stressed out, over-crowded, Christmas-shopping L.A. consumer’s need for some psychic fresh air.
Quirky, edgy, definitely not typical shopping mall ads, “What Everybody Needs is a Little More Space,” ran in print, radio and television from the Grand Opening in October through Christmas. Then variations on the theme continued through the spring and summer.
We developed a separate campaign to create awareness of Westside, Too, (as the expansion was dubbed) within the mall itself. A new logo for the expansion appeared on signage. We promoted events through advertising and on placemats and tent cards in the food court. And of course the directories and other promotional material were redesigned to incorporate the changes in content and attitude.
The result: An increase in traffic during the holidays, up significantly from the previous year, despite the recession. Higher levels of awareness of the mall overall. Excellent traffic to the events. And a very pleased client.