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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.

 



 

 

 

 

 


 

 

 

 

 

 

 

PC

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

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Launch Campaign

 

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