Paul Amelchenko

Branding/Retail Campaign


The Mall at Wellington Green


advertising, print, television, integrated campaigns, retail, branding

Copywriting: The Mall at Wellington Green is an upscale shopping destination located in the heart of Palm Beach’s polo grounds. However, its store base is relatively mainstream—Macy’s, Nordstrom and JCPenney. Despite this, we needed to differentiate the mall from an already overcrowded competitive landscape. Instead of focusing on the features of the mall, we focused on the experience of shopping at the mall. We wanted our audience to view The Mall at Wellington Green as “the shopper’s mall” and the tagline we developed – “Shop Like You Mean It.” – became the campaign theme. Executions included print, radio, television, outdoor, and collateral.

See the television spots at