Westfield’s Great Fan Fair

Westfield London’s Car Boutique is one fashion trunk show and car boot event mashup that drove traffic and sales up.

Packed tightly into the atrium of Westfield London, a fleet of colorful Mercedes-Benz cars is drawing in the crowds, trunks overflowing with the latest fashions and accessories. The scene is part world exhibition revival and part traditional car[...] Tactics Subscribers Read More...

Making the Numbers Add Up

Marketing Budgets, Shopping Center Business

Budgeting for mall special events is child’s play, as long as you’ve developed a detailed calendar and have strategies to keep costs down.

A Q&A on special event budgeting with Kymberley Scalia, corporate director of marketing, Coyote Management Q: What percentage of a mall's annual marketing budget is typically allocated to special events? A: Because special events are becom[...] Tactics Subscribers Read More...

One for the Boys

Amenities, Customer Service, Services

Mall turns 5,000sq.ft. empty mall shop into the Men’s Den, a drop-off center of sort for those seeking shelter the holiday mayhem.

No matter how hard she tried, the female shopper that the Pickering Town Centre (PTC) concierge found peering through the window of the holiday Men’s Den wasn’t getting her husband’s attention. Sunk into a recliner, he was fully engrossed [...] Tactics Subscribers Read More...

Fit to Print

Sales Promotions, Sales Promotions & More

Event calendar proves an important advertising platform for tenants, with monthly focuses that highlight a number of center retailers.

It’s a familiar site: people hurrying about, eyes glued to their smart phones to check e-mails, text messages and entries in their electronic diaries. In such a context, why would The Potteries shopping center bother to spend over $54,000 on p[...] Tactics Subscribers Read More...

They’ve Got This

Entertainment, Special Events

Mall celebrates National Youth Week with event showcasing and empowering budding artists, while also entertaining guests.

Last April, Australia’s Broadmeadows Shopping Centre turned into an active incubator for budding artists when it held its “Own It!”. In partnership with Hume City Council’s Youth Services Department and several activity facilitators from[...] Tactics Subscribers Read More...

Discounts For DDs

Entertainment, Special Events

There are half-price tickets up for grabs for shoppers who take on the responsibility of being designated drivers at beer-focused event.

Here’s a good CSR idea coming from Premier Events, the agency that will be putting on the Winter Beer Carnival at Atlantic Station this coming February 11th. Given that the event will be focused on alcoholic bevies, the organizers thought they[...] Tactics Subscribers Read More...

Code Red

Customer Service, Services

Deira City Centre turns into Red Central during community education and disease-prevention event for women.

Dubai’s Deira City Centre (DCC) issued a wakeup call to women last spring with a campaign to raise awareness of the omnipresent threat of heart disease and stroke. Joining the international Go Red for Women initiative, DCC reminded its cust[...] Tactics Subscribers Read More...

Pop Goes Mong Kok

Décor Themes, Design Studio

Mong Kok Pup Up decor brings Hong Kong’s famed streetscape and food stalls to Langham Place.

Kit Lau is used to giving stories some dimension. But the pop-up book artist took on a work of much greater scale when Hong Kong’s Langham Place commissioned him to create its Mong Kok Pop Up. The work, which focused on an effervescent distric[...] Tactics Subscribers Read More...

Coupon Hounds, Grab Your Swords

Apps, Technology Lab

Adventures involving medieval characters, magical swords, wizards and dragons await players of the soon-to-be-released Coupon Quest mobile game, and savings too.

Coupon Quest, the brainchild of advertising specialists Ian Tuason (a professional copywriter and filmmaker) and Rachel Yu (a graphic designer), is slated to launch in the Apple App Store in March with the promise of giving new meaning to imbedd[...] Tactics Subscribers Read More...

Spot the Props!

Sales Promotions, Sales Promotions & More

Shop window contest just one of several initiatives that Larimer Square has planned to support the arts.

Larimer Square and the Denver Center for the Performing Arts (DCPA) have very different business goals, but they do share a strong commitment to the arts. Over the past two holiday seasons, they have joined forces to host the Spot the Prop conte[...] Tactics Subscribers Read More...