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The Challenge:
To help conceive, design, position, promote and successfully launch a new mall in a high-growth area that already offered residents a full spectrum of shopping and dining options including big box stores, outlet stores, more than a dozen restaurant and restaurant chains and a very well-established
Mall of over 30 years, called Lakeside.

The Insight:
There are more than enough places to shop and dine in this area. But only one place to be, live, breathe, enjoy.

The Solution:
Position the Mall at Partridge Creek as a destination you’ll seek out. Not a shopping center, so much as an oasis from all the traffic, concrete and congestion. A social, outdoorsy, dog friendly, life enhancing environment - where neighbors can meet, greet, read the morning paper, walk their dogs, enjoy a cappuccino, smell the flowers, discover new things, indulge their senses and tempt all their appetites. Day or night. Whether that means congregating around a big outdoor fireplace with a glass of wine, hearing live music, taking in a movie, playing bocci ball, going dancing … or just window shopping.

The Result:
Launched in 2006, this new addition to the Taubman Company portfolio reported average sales per square foot of $539 - well above the threshold for Class ‘A’ mall properties. And the campaign and Brand Essence created for it is still in use today, five years after it’s successful introduction.















  Billboard / TV / Newspaper  / Direct Mail / Online / Point of Sale / Event Media


Launch Campaign


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