SITUATION
General Growth Properties launched a specialty store inside its Glendale Galleria, Los Angeles and Faneuil, Boston malls. Featuring unique merchandise, the specialty store was called the Local Collection. It appealed to a niche audience. Located in expensive media markets, the limited budget required an extremely targeted and relevant media campaign to engage the shopper who would frequent the Local Collection.
SOLUTION
Based on the merchandise, the niche shopper at the Local Collection would follow a bohemian lifestyle. After conducting a Claritas Prizm analysis within each mall’s trading area, targeted media was selected to reach the Bohemian Mix and Young Digerati neighborhoods. These consumers were young, mobile urbanites, and early adopters of emerging trends. We reached them in their hang outs at independent movie theaters, coffee shops, fitness clubs, and local bars serving microbrew. The addition of geographically targeted bus shelters, specific radio programs and websites created another layer to reinforcement the message.
RESULT
The campaign generated extensive foot traffic and resulted in several other GGP malls implementing the Local Collection concept. Year two for the Local Collection has been extended in Glendale Galleria and Faneuil due to its success. |
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