CASE STUDY: PREMIUM OUTLETS, USA (2010-2011)

EXPANSION OF PORTFOLIO FROM 40 TO 58 SHOPPING CENTERS NATIONWIDE

NEW LOCATIONS IN NEW DESTINATIONS

REBRANDING OF ACQUIRED CENTERS

OBJECTIVE

·         Premium Outlets - the world's finest outlet shopping centers, offering high-end brands (Gucci, Prada, Ferragamo, Balenciaga, Valentino, etc.) at daily savings of 25% to 65%; the portfolio of centers belongs to SIMON Property Group who finalized in 2010-11 the acquisition of Prime Outlets’ portfolio of shopping centers

·         Update shoppers from Mexico and South America about the name change

·         Promote the addition of 18 new centers to the nation-wide US portfolio

·         Highlight travel destinations that now have two centers of the same brand

TACTICS AND ACTIONS  

·         Organized a comprehensive PR campaign based on the uniqueness of the Premium Outlets brand and its attractiveness to international travelers.  Our strategies included distribution of news on special events, traveler services, discounts and offers, together with an array of press trip, press conferences, media events in Mexico, sweepstakes and contest prizes

·         Planned and executed Holiday Media Events in Mexico City and Monterrey

·         Developed targeted pitches, news releases, media alerts, and extended individual invitations to visit, to key regional and national media outlets

·         Designed itineraries showcasing new destinations and new centers for press trips and individual media visits from select publications.  As a result, articles were published in: NATIONAL GEOGRAPHIC TRAVELER, Mexico; REFORMA Newspaper, Mexico; INSTYLE, Mexico; SWISHY, Mexico; MILENIO, Mexico, and many others

·         Arranged for promotions with co-sponsors and select media to offer the public opportunities to shop at key centers.  Each promotion consisted of one grand prize with airline, hotel, car rental, and shopping gift certificate.  Participating media: QUIEN Magazine, Mexico; CNN Mexico (TV promotional spot running during the Soccer World Championship); KENA Magazine, Mexico; ELLE “MEXICO DISEÑA” Contest (Project Runway version in Mexico); VANIDADES NOVIAS, Mexico, and others

IMPACT

·         The mix of multi-media promotions plus TV, print, and online coverage (over 100 articles/mentions per year in Mexico alone) exceeded 30,000,000 impressions per year, 2010 -2011

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