Creative, coordinated, consistent, and compelling marketing to re-establish an aspirational brand.
Lakeside Shopping Center is the go-to suburban shopping mall in the New Orleans area, but it’s image was beginning to fade with age. With luxury brands like Athleta, Mignon Faget and Armani Exchange, and favorites like Smash Burger, Macy’s and Dillards, Lakeside needed to re-establish itself as the fashionable aspirational brand it was. To do this it needed to consolidate its marketing with a single design team to keep creative consistent and powerful. It also needed to publish a compelling website to share all it has to offer.
After Discovery of the current state of the brand, and extensive planning meetings with the internal marketing team to determine desired outcomes, we mapped-out the numerous “major” campaigns for their calendar year while considering the many facets required to implement them efficiently. Advertisements and campaign creative needed to be successful across a variety of medium (billboards, mall signs, online ads, print, Etc.) Additionally, the Lakeside website needed to be re-developed to attract, engage and inform patrons coming from down-the-street as well as the across-the-world International Tax-Free/Duty-Free shopper.
Lakeside Shopping Center has a target market makeup of 83% women who can be categorized into several groups. However, Lakeside is also known for its children activities that draw the whole family – Santa’s Arrival, The Easter Bunny, and the Goblin Express. Bringing together “fun, feminine, family, and mom-time” was especially important for almost every campaign.
Santa’s Arrival at Lakeside is the official start of the all-important holiday shopping season. Every year, thousands of children and their families show up to welcome Santa and his friends to Center Court where the first photos with Santa will happen for the year. It has to grab attention and compel attendance to be a successful event.
Children aren’t the only focus during the Holiday Shopping Season! Couples are vital to a mall’s success, and the holidays can be conservatively sexy. 60-80% of most retail sales in the USA happen during the three months leading up to Christmas, and while Lakeside Shopping Center does have brisk sales throughout most of the year, Holiday time is super important to both their customers and the Lakeside retailers. Developing a theme that strikes the right tone and resonates with your audience is vital, and from billboards to Times Picayune (newspaper) ads, “Wish” was the the magic word for driving mall traffic.
Santa’s not the only magical visitor to Lakeside Mall! The Easter Bunny needs special attention and call-out too. After all, next to Christmas, the changing colors of Spring are important for driving consistent mall traffic. We made sure Easter was festive and fun!
What could be more safe and fun than Trick-or-Treating at Lakeside Shopping Center? Halloween ads were developed to let everyone know what was happening during this spooktacular time of the year!