Reviving a Historic Shopping Center for New Generations
A FRESH TAKE
We developed a multimedia campaign with an emphasis on digital, TV, and PR to promote the revival of Big Town. The first indoor mall in the Southwest, Big Town was revitalized as the site of weekend shopping expos.
In order to reacquaint a new generation of Dallas shoppers with Big Town Mall, we rebranded as Big Town Weekends, and gave it a bright, fun, and active image. A new site ensured brand cohesion and gave Big Town a solid presence on the web where it could interact with its customer base.
Big Town’s Fitness & Fashion Weekend kicked off with an extensive multi-media campaign saturating the Dallas metro area. But we went beyond typical media buys with our outreach to the press. Press Releases alerted the media and local news outlets that the landmark Big Town Mall was making a comeback. Four of the five major local networks provided coverage of the event as well as the new event center.
With an aggressive media planning and buying campaign that directed consumers to the new site, we increased Big Town’s website traffic significantly, sending over 800 visitors to their site just in time for the event launch.