POLARIS FASHION PLACE

CHALLENGE

Generate foot traffic and excitement for the grand opening of a super-regional mall in Columbus, Ohio. Position Polaris Fashion Place as the region's premier shopping destination. Create a sense of excitement in an "over-retailed" environment, responding to community concerns with sprawl, traffic and safety. Build goodwill with Columbus city leaders and members of the community.

APPROACH

Develop a comprehensive, far-ranging media relations plan, targeting local and major regional markets within a 500-mile radius. Promote every major construction landmark as a media opportunity. Host United Way leadership gala as a prominent grand opening event. Communicate mall's construction progress to local community groups.

RESULTS

Print media published more than 1,000 stories and TV broadcasts contained more than eight hours of news stories over the course of the campaign. Charity event benefiting local organizations hailed as a success. Visitor foot traffic on grand opening weekend exceeded projections by 15%; overwhelming community support generated. Many retailers surpassed grand opening sales projections.