Client
KMT developed a new program for CBL & Associates Properties, Inc. that allowed their 83 shopping malls greater flexibility in customizing pieces for each mall's specific market needs. Research was executed by KMT into the female 25-54 demographic and how their opinions and emotions related to a shopping experience at a CBL property. From this the “Treat Yourself” campaign was developed. Highly versatile, this campaign speaks to the shopper’s desire to “Treat” herself to a shopping experience found only at a mall or lifestyle center – not at a big box discount retailer.
To accomplish this, we provided mall marketing directors with an array of photos, colors and headlines that could be used on campaign pieces. Colors were selected based on the fashion industry’s color predictions for the year, and headlines were written to work well with general promotion messages as well as fit any shopping season, i.e.: Valentine’s Day, Spring, Mother’s Day, Back to School, etc. A full Spanish component was developed for markets with large Hispanic populations.
The examples shown here represent a few of the variations possible for the print ads. A wide range of shapes and sizes was provided to fit virtually any publication, and mall marketing directors were able to customize them as needed.
To accomplish this, we provided mall marketing directors with an array of photos, colors and headlines that could be used on campaign pieces. Colors were selected based on the fashion industry’s color predictions for the year, and headlines were written to work well with general promotion messages as well as fit any shopping season, i.e.: Valentine’s Day, Spring, Mother’s Day, Back to School, etc. A full Spanish component was developed for markets with large Hispanic populations.
The examples shown here represent a few of the variations possible for the print ads. A wide range of shapes and sizes was provided to fit virtually any publication, and mall marketing directors were able to customize them as needed.
© 2009 KMT Creative Group
