Shoppers Play Cupid at the Marlands

Entertainment, Special Events

Giant heart balloon filled with prizes ranging from jewellery and chocolate to free coffee and center-wide vouchers was hung up to test players’ precision.

Lonely souls normally rely on Cupid’s archery skills to get what their heart desires, but not at The Marlands. The Southampton, UK, center’s shoppers took matters into their own hands this past Valentine’s Day weekend as they aimed a golde[...] Tactics Subscribers Read More...

Carrousel Du Louvre Rings In the Year of the Sheep

Entertainment, Special Events

French center goes beyond folklore with retrospective photo exhibit to celebrate the Lunar New Year.

Lion dances and dragon parades have become as synonymous with Lunar New Year as Santa is with Christmas. Yet such celebrations only offer a narrow window to contemporary Chinese culture. This past February, visitors at the Carrousel du Louvre in[...] Tactics Subscribers Read More...

Karrinyup Embraces Beach Culture for Summer Event

Catwalk Shows, Style Lounge

A parade of male and female hardbodies turns streets into catwalks and leads local residents to Scarborough Beach for a close look at the season’s new swimwear and cruise fashion lines, and a little entertainment.

When Sports Illustrated posted a video series on the making of its 2015 swimsuit edition on YouTube, it barely got 2,000 views, for two episodes. Perhaps a sign that beautiful ladies in bikinis aren’t the marketing draw they once were? Not if [...] Tactics Subscribers Read More...

Manchester Arndale Lays Out Its Retail Plan

Retailer Roundup, Shopping Center Business

X-Factor star Rylan Clark added a touch of glam to event that was meant to inform retailers and get them on board to support the UK center’s yearlong marketing and PR program.

Manchester Arndale pulled out all the stops to increase its chances of packing the house at its recent event. The UK shopping center brought in celebrity presenter Rylan Clark of X-Factor fame to act as emcee. His task wasn’t to woo shoppers, [...] Tactics Subscribers Read More...

Global Influencers Take Over Square One’s Social Accounts

Social Media Campaigns, Technology Lab

Seven style hounds offer up their own social accounts to boost the Canadian mall’s profile online, and take turns leading the #SQ1Takeover campaign during Fashion Week events.

The “think globally, act locally” motto seems to have resonated with the marketing strategists in charge of turning Square One shopping center into a premier fashion destination. Last month, they launched the #SQITakeover campaign in partner[...] Tactics Subscribers Read More...

Houndshill’s Social Media Success Was Sparked by Another Brand’s Ads

Social Media Campaigns, Technology Lab

CompareTheMarket.com’s meerkat campaign starring Aleksandr Orlov and Baby Oleg proved that it could be effective outside the realm of the insurance business, and even give a UK mall a hook for its competition.

You might not have heard of Baby Oleg, but at least 3.5 million people have. That’s good for the UK’s Houndshill Shopping Centre. It ran a successful competition last summer with the meerkat character as its theme, and managed to produce tha[...] Tactics Subscribers Read More...

Bendigo Treasure Hunters Get Smart

Apps, Technology Lab

Looking for retail treasure troves is still in vogue at the mall, but today’s kids want tech tools in their pirate navigation kits.

Don’t say it. We know there is something magical about watching kids fully engaged in an old-fashioned treasure hunt, panting noisily and sweat beading from their foreheads. The latter you will still get even with the hunt’s 2.0 version, whi[...] Tactics Subscribers Read More...

eMarketer Has the Trick to Saving Big on Video Ads

Technology Lab, Technology News

Pre-roll ads will give you the best value, but programmatic direct offers the best viewability rate.

All digital video advertising platforms are not created equal. Some cost more than others and the researchers at eMarketer have come up with a bottom-line breakdown. After pouring over TubeMogul platform data for 2014, they identified pre-roll a[...] Tactics Subscribers Read More...

Square One Steps Out to Move Up

Advertising Creative Design, Design Studio

Canadian upscale center spend $100,000-plus budget on brand spruce up to attract young professionals as it completes a $380 million renovation.

To move up in the world of retail, you’ve got to look and act the part. That’s what Canada’s Square One is doing right now. The Toronto center is in the midst of a $380m renovation with designs on attracting young educated professionals. T[...] Tactics Subscribers Read More...

Place Ste-Foy Shows Co-Branding Doesn’t Need to Be Dull

Sales Promotions, Sales Promotions & More

Orange Tango works its magic to give a mall a sporty edge, and a ski hill a little style.

The creative that agency Orange Tango recently designed for Place Ste-Foy demonstrates what co-op advertising should be: an opportunity for collaborating brands to leverage each other’s strengths to broaden their reach in a way that appeals to[...] Tactics Subscribers Read More...