The Style Module

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Meeting of the Fashion Minds

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A Tale of Two Cities

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The Coopetition Project

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Seeking Indulgence at Castle Towers

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Capturing the Mood

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Follow that Bobcat!

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Champions of Change

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The “It” Factor
The new face of Square One’s “Be the One” campaign

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Now Playing at Gigi’s Farmers Market
The Americana at Brand puts on an elaborate show every Saturday.

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Marketing Through the Grapevine
Westfield Culver City uses the rumor mill to rebuild its reputation.

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Adventures in Fashion Wonderland
Alice in Wonderland inspired the ad campaign series at The Strand Arcade in Australia

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Retailing in the Fast Lane
Catching up with Cherry Hill Mall and its “Moving at the Speed of Fashion” ad campaign.

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Urban Channeling
Place Montreal Trust assumes a new identity with its “My space. My place. My Montreal” advertising campaign.

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Inner City Rising
Melbourne Central’s “Living in Melbourne” campaign celebrates the city’s best assets.

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The Gentrification of Dufferin Mall

Undergoing an $11-million makeover was no small project for Dufferin Mall’s redevelopment crew. Now the marketing team faces just as big a task: changing public perception.

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Serving up Savings

TV ad buy was among Dalton Park’s most productive marketing moves.

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Mall Advocates
A community-focused advertising campaign takes Harrisburg Mall our of its isolation.

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Making Headway

Sheppard Centre gives its productivity a boost with the Heads UP re-branding campaign.

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Mall on a Mission

Mapleview Shopping Centre’s brand ambassadors catch up to the competition.

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The Trendsetters

Two cash-strapped malls show off their eco-take on the fall fashion season.

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Nothing but Net

Dufferin Mall among the newest hotspots in the bustling city of Toronto.

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The Q’s Fresh Style

Alamo Quarry Market pays tribute to the past to better forge ahead.

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Aventura’s True Colors

The Florida shopping center extends the life of its award-winning campaign.

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Shoppers to the Core

Two Alberta malls find that there is more to shopping than buying goods.

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Shopping City-Take II

Metropolis at Metrotown brings its signature mannequin ad campaign to life.

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Starting Out in Style

Baneasa aims to get first dibs on shoppers’ time with fashion-forward calendar.

On the Chase

Le Boulevard goes after young shoppers with an interactive re-launch campaign.

Holding the Line

Richmond Centre handles construction disruptions with tactical ad campaign.

Branding it Forward

BCC rebounds from sales slump with a campaign focused on retailers.

A Fresh Start

Dufferin Mall and its shoppers share their makeover stories.

World Citizen

High fashion label Prada travels the globe in its Spring 2007 catalog.

Fashion Stop

Centre Laval puts its advertising stamp on a new metro station opening.

The Road to Style

Carrefour Angrignon’s spring campaign is all about shopper traffic.

Passion for Fashion

The Bellevue Collection assumes new visual identity for fashion event.

Las Vegas Revisited

Fashion Show Mall takes a new approach to marketing on the famous Strip

Cultivating Shopper Loyalty

Grossmont Center has some fun with a fresh and gardening-inspired advertising campaign.

Unconventional Wisdom

Phase II of Polo Park’s advertising plan focuses on keeping shoppers’ lives together.

Fashionable Expressions of Love

Montreal Eaton Centre focuses its campaign on fluttering hearts.

King of Prussia’s Primal Instinct

The Pennsylvania mall takes a walk on advertising’s real wild side.

Harlem Irving Plaza still HIP at 50

Like the Boomer generation, Harlem Irving Plaza is aging very slowly.

Big on Island Shopping

Woodgrove Centre honors its roots in a campaign aimed to appeal to a fragmented market.

The Full Marketing 360

Desert Passage tones down its theme side and refocuses on its shopping offer.

Downtown Divas

MacArthur Center in Norfolk, Virginia, sought out stylish women to become local celebrities.

Bringing It All Together

Polo Park’s award-winning campaign staves off big-box developments and a revamped competing mall with colorful creative that focuses on the retail mix.

Shopping in Bellevue

Kemper Development Company launches new branding initiative in Washington State.

Evoking Alter Egos

Dufferin Mall inspires shoppers to stand out and release the true spirit within.

Signs of the Times

Guildford Town Centre uses universal language to communicate with families living in Surrey, British Columbia.

Going in Zara Style

Place Montreal Trust generates excitement for its redevelopment by highlighting its revamped fashion anchor tenant.

Community Focus Gives Mall the Inside Track

Lehigh Valley Mall follows a European model to solidify its position in a growing marketplace.

Diversity at Play

South Bay Galleria invites a diverse audience to picture itself shopping at the mall.

The Mall Next Door

Del Monte Center’s new ad campaign was designed to enhance community ties.

Stepping Out to Shopping City

Metropolis at Metrotown begins a new marketing life with a pared down advertising campaign that’s boldly generic.

It’s in the Name

Tysons Corner Center’s new advertising campaign focuses on brands, brands and more brands.

All Grown Up

The Macerich Triplets come into their own in a revamped “The Power of Three” ad campaign.

Marketing Workplace Survey 2004

The results are in and here is what you told us about the current state of your shopping center’s marketing workplace.

Branding Special Places

A MAXI Merit-winning branding campaign opens the doors to a world of retail opportunities.

Ala Moana’s Private Labels

The Hawaii destination speaks the language of couture to move upscale customers to shop.

Shopping in the Village

Park Royal introduces Canada’s first lifestyle shopping destination on the picturesque West Coast.

An Urban Fanfare

The Bay gives downtown Victoria a new name and upwardly mobile shoppers a new destination.

A Dose of Reality TV

CBL brings human truths to the small screen in a new advertising campaign that positions its regional shopping centers as the choice destinations for all consumers who seek variety–and plenty of it.

Little White Lies

Willowbrook Shopping Centre in Langley, BC offers consumers total absolution for all their shopping mall sins.

No Milling Around

The Mills Corp. launches two advertising campaigns to brand its landmark and 21st Century properties simultaneously without confusing its millions of mall customers.

It’s HIP to Be a Mall

Harlem Irving Plaza played on its acronym to engage in a dialog with the younger segment of its clientele through the “Look hip. Shop hip. Feel hip” ad campaign.

The Cure for the Common Mall

Old Hyde Park Village went from has-been to must-see using an advertising campaign that played up its open-air charms and enticed a brand new audience to visit.

Liking the Big Buses

Queens Center in New York gives its customers plenty of reasons to leave their vehicles at home and experience the convenience of public transportation.

Always One Step Ahead

One Pacific Place used local resources to develop a new advertising campaign that enhanced its image and as a fashion destination, but still fit its small marketing budget.

Shopping in the City

Edmonton City Center’s branding campaign focused on illustrative tales of urban shopping to reposition the Alberta property after a $30 million redevelopment.

Honey Creek’s bold moves

The Terre Haute, Indiana shopping center turned away from its traditional print advertising strategy two years ago and it has not looked back.

Visions of Plenitude

The new More Choices advertising campaign presents Simon shopping centers as the preferred destination for consumers seeking variety.

Dixie Outlet Mall’s Power Point

Ontario center presents its case to bargain hunters in plain language.

Working it to the urban beat

The Montreal Eaton Centre picks up the pace in pursuit of city shoppers.

Riding High with the HOG Posse

White Mountain Mall gives “The Cowboy State” a new place to congregate.

A “Rockwellian” Rhapsody

Dulles Town Center takes the gentry folk’s approach to mall advertising.

It’s All About the Fashion

Spring campaign reinforces Yorkdale’s position as one of Canada’s flagship centers.

Dream Shopping

King of Prussia brings its whimsical tale to life.

Ringing in a New Shopping Era

Flagship Centre in Bangor, Northern Ireland appealed to local and foreign shoppers to come experience its more modern retail mix and shopping environment.

Marketing Illumination

Montebello Town Center is capturing young adult consumers’ attention with a fashion-forward advertising campaign that brings to light its revamped merchandise mix.

A Bountiful Garden

After a decade of domination, The Gardens of the Palm Beaches tries to stave off competitors with a fresh ad campaign that celebrates the pure joy of shopping.

Going Places Fast

Guildford Town Centre’s rallying slogan left little to the imagination. Its message to consumers was clear: Go shopping at Guildford or miss out on a unique experience.

A Metropolis Gone Wild

Metropolis at Metrotown’s award-winning advertising campaign gave young urban consumers a compelling reason to flee the frightening outdoors and get in the mall.

A Budgeting Feat

Broadway Market crafted an advertising strategy that captured its personality and stayed within a modest budget.

Simple Selling

Northridge Fashion Center’s “Versus” campaign offers plenty of shopping options to upscale customers.

The Power of Three

Macerich breaks new ground with an advertising plan designed to promote three shopping centers in L.A.

High Style in Tinseltown

TrizecHahn’s new property wants to position itself as the force behind Hollywood’s attempted comeback.

All about L.L. Bean
Tysons Corner Center’s campaign secured its new anchor’s position in the D.C. marketplace.

“O” for Oakridge

Just one letter that means everything to Oakridge Center.

Creative outlet gets down to basics
For Fashion Outlets of Las Vegas, taking risks in advertising goes without saying.

First Impressions at FCP

First Canadian Place’s humorous “Mix Business with Pleasure” campaign has given merchants and downtown office workers alike plenty of reasons to smile.

Embarcadero’s Proposition

The San Francisco center’s award-winning advertising campaign entices consumers to embark on a shopping, dining and entertainment adventure, guilt-free.

A Prodigious Plan

General Growth Properties hopes to find future managers among students participating in its new GGP Prodigies internship program.

King of Prussia Gets Real

This Pennsylvania shopping mall put the community at the center of a marketing plan that was true to one identity, but was able to reach two distinct markets effectively.

For Your Shopping Pleasure

Cadillac Fairview’s new members-only program aims to improve the shopping experience for families at its malls and generate a few extra sales along the way.

To Serve and Protect

As recent events refocus the spotlight on mall security, marketing directors are discovering that safety measures are as much about customer service as they are about safekeeping.

Taxing Strategy

With sales-tax holidays gaining in popularity across the United States, mall marketing directors are discovering that with the proper planning, their centers can cash in when the taxman cashes out.

Marketing to Women

The differences between women within the 25-to-54 category far outweigh the similarities..

Beating the January Blues

Retailers face losing their biggest customers as the baby boomer generation gives way to a much smaller market segment: Generation X.

Promo Peddlers

Centralized and decentralized strategies and an innovative concept called “clustering” are among the unique ways to deploy mall advertising and marketing campaigns.

Multi-Channel Consumerism

Shopping centers and retailers are realizing that selling to a diverse audience goes beyond multicultural marketing.

Black Consumers: An Evolving Market

Luring Today’s Avid Male Shoppers

Outdoor Advertising

It can be a cost-effective medium for malls, as long as you know where to place your ads.

If done right, marketing geared towards Latino shoppers could bring hefty rewards for American shopping centers.

Dealing With Dealers

Lurking competition from manufacturers and the increasing popularity of the Internet are urging franchised vehicle dealerships to do whatever it takes to reach consumers.

The Changing Face of the Average Consumer

Asian Americans will represent the fastest-growing consumer market in the United States for the next 20 years.

Hitting the Mar k

As publishers discover new market niches to tap into, the magazine is becoming more efficient than ever as an advertising tool.

Raise Your Voice

Shopping centers may use print the most, but radio is the media vehicle that will keep you closest to your customers.

Marketing Workplace Survey

Cutting Through the Traffic

Marketing Workplace Survey

This year’s survey results are in

Interactive Game Mania

The interactive game market isn’t just for kids

Back to School 99
What’s in store for the last school year of the century

Next Stop: Boomerstown

The lucrative baby boomer market

Don’t Be Shy, Strut your Stuff

Organizing special events

Keep your Eye on the Ball

Bringing sports in your shopping center

Fishing for Tourists

Tourism programs for malls

Getting Closer
Merchant associations and promo/media funds create hybrids