THE OPPORTUNITY: Create regional advertising for multiple malls/shopping centers to bring in new shoppers and create more revenue.
THE IDEA: Embrace the location. One of our malls/shopping centers was in Tampa Bay. There, we embraced the cultural mix and the large pocket books. Another was in a wealthy Dallas suburb. They had tried to entice shoppers with deals, but it wasn't working. We suggested to go an entirely new route. Own what a shopping center was in that location: a playground. The campaigns came to life in print, radio, and more.