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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. |
