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Waiting for Mr. Claus

Décor Themes, Design Studio

GGP malls, Center Stage Productions give customers a virtual snow experience with body tracking and motion capture system.
Waiting is an inherent part of the holiday shopping season, but try telling that to families wanting to see Santa at the mall. A little too much time spent in line with young children can trigger total meltdowns, so three General Growth Properti[...] Tactics Subscribers Read More...

The Little Screen Drive

Community Room, Fundraisers

Digital Christmas tree trimmed with LED display panels showing shoppers’ goodwill messages to Sydney residents in need.
Australia’s OzHarvest will be able to deliver 6,638 extra meals to Sydney residents in need this summer, thanks to very special Christmas tree. Last December, Broadway Shopping Centre (Broadway) raised the $6,638 to fund those meals during its[...] Tactics Subscribers Read More...

One Wild Ride

Entertainment, Special Events

South Africa’s Canal Walk turns 6,000 sq. ft. of its common area space into a Christmas ice sliding paradise.
Snowfalls are news-making rarities in South Africa. Inside Canal Walk, though, wintry scenes are becoming a holiday tradition. After enjoying repeat success with its snow events, the Cape Town shopping center realized an award-winning national f[...] Tactics Subscribers Read More...

Light It Up

Décor Themes, Design Studio

New holiday décor part of Memorial City Mall’s efforts to re-brand and meet upscale shoppers’ expectations.
Memorial City in Houston, Texas, borders one of the most affluent communities in America, and shoppers there have high expectations when it comes to their retail experiences. The 250-acre mixed-used development is in the midst of a major rebrand[...] Tactics Subscribers Read More...

Countdown to the Big One

Sales Promotions, Sales Promotions & More

The Academy bumps up its sales with a “24 Days of Christmas” contest and made-for-adults Sexy Mr. and Mrs. Santa cutouts.
Who says effective holiday campaigns need to be complicated? Sometimes, all you need is a consumer good hook, like freebies. It worked The Academy shopping center, which bumped up its sales by nearly 17 percent last December with its 24 Days of [...] Tactics Subscribers Read More...

Couture Holidays

Décor Themes, Design Studio

No pine trees or icicles in sight, but a giant bust form hung above the center court to support Porta di Roma’s fashion theme.
When Italy’s Porta di Roma asked students from the local Costume and Fashion Academy to “dress the shopping mall” last holiday season, they took those instructions literally. With holiday style as their central theme, the budding couture d[...] Tactics Subscribers Read More...

At the Junction of Art and Business

Décor Themes, Design Studio

Stary Browar revives Polish traditions, right down to handcrafted  decorations and a Father Christmas dressed in earth-tone 19th Century clothing.
Stary Browar’s marketers are in the business of getting consumers into stores during the holidays. However, instead of focusing on what they view as generic shopping center décor rituals, they’ve chosen to anchor their recent seasonal progr[...] Tactics Subscribers Read More...

One More For The Record Book

Catwalk Shows, Style Lounge

Ayala Malls’ Glorietta celebrates launch with mega fashion show
Breaking a Guinness World Record is one way to bring attention to a shopping center revamp. It was the strategy that Ayala Malls used to re-launch its Glorietta property in the Philippines’ Makati CBD. Having undergone a 34,000sq.m. expansion,[...] Tactics Subscribers Read More...

Marmite Anyone?

Social Media Campaigns, Technology Lab

Robbie Williams, Leona Lewis among top acts taking the stage in Unilever show to jump-start the holidays and promote Marmite Gold.
Love it or hate it, the Marmite spread is a British classic. So last holiday season, the Unilever brand took its “rightful” place: center stage at the official Oxford Street Christmas Lights switch-on party in London to celebrate the launch [...] Tactics Subscribers Read More...

American Red Cross Takes Campaign Online

Community Room, Fundraisers

ARC shows donors exactly where their money goes in video series made to share online, go viral.
Successful charities have been pretty good at crafting brand stories that make you want to hand them a check, so they can go out and change the world for the better. The American Red Cross (ARC) is among them, and the public has rightfully come [...] Tactics Subscribers Read More...
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