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Westview Mall was an older enclosed center in the suburbs of
Baltimore, Maryland. The mall was recently renovated and several new anchor
stores were added. The owners wanted to promote the center as a new discount
mall. Westview was having identity problems. Their closest competition was just
two blocks away, a larger and newer mall.
The challenge:
Create a new impression and image of the mall as the place
to shop for discounted merchandise.
Solution:
A complete media campaign using print, radio and TV was
designed around a new slogan, "Where Smart Shopping Begins"!, to promote the
new image as the "Smart place to start shopping and save". We participated in
developing for Westview Mall the "Smart Shoppers" Club card. The card program
offered additional incentives for shoppers with more discounts on merchandise
through a points system that was tallied each month.
The program was the first of its kind (1995) in the
Baltimore metro area and drew much media attention. The success of the new
image and incentive campaign was immediate with sales increases of 10% during
the first quarter after launch.
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