Branding/Retail Campaign

See the television spots at http://www.youtube.com/user/paulamelchenko

Description

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.

For

The Mall at Wellington Green

Type

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