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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...

Chatting Up Mall Shoppers

Entertainment, Special Events

Verizon hosts Cookies with Santa events in key markets, and teams up with PlaceWise Media to run an parallel online campaign.
There’s no shortage of corporations willing to cut a check to gain visibility in malls during the holiday season. The execs at Verizon Wireless, however, know that it takes more than that to make a lasting impression. So last year, they called[...] Tactics Subscribers Read More...

The Nice List 2.0

Mall Websites, Technology Lab

BeMerrySanta.com’s magical online badge generator is a handy little tool that gets children on the Nice list.
Getting on Santa’s Nice List used to be solely a matter of character, but not anymore. With a growing number of children to monitor, things are getting busier in the North Pole, so now it seems parents are puling all the stops to give their ch[...] Tactics Subscribers Read More...

Toys Galore

Charity Partnerships, Community Room

Customers, friends and family rally to support Blue Marlin Realty Group’s toy drive for sick children.
The Blue Marlin Realty Group made things a little easier for children waiting at the Sacred Heart Hospital of the Emerald Coast’s emergency room last holiday season. The Florida-based company’s staff donated more than 100 toys to the unit, w[...] Tactics Subscribers Read More...

Itching To Win

Apps, Technology Lab

Facebook was the platform for the 12-day contest, but shoppers still had to make the trip to Lakeside to claim their prizes.
Getting a new iPad for free is not the kind of news that you keep to yourself. It’s worth sharing with family and friends, and it makes an ideal social media post. That’s at least the rationale behind the scratch-and-win contest that the UK[...] Tactics Subscribers Read More...

Puppets to the Rescue

Community Room, Fundraisers

Actress Małgorzata Socha fronts Polish center’s drive to raise funds for the Dr. Clown Foundation and bring comic relief to ill children.
It doesn’t hurt to have a celebrity in your corner if you’re going to battle for exposure during the holidays. That’s especially true when you are trying to convince shoppers to support your charity fundraising efforts over one of the hund[...] Tactics Subscribers Read More...
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