Chapel Hill Case Study
Chapel Hill Mall Sales Promotion: Building traffic in tough times by 25%
Mall traffic had fallen sharply in recent years as the neighborhood declined and folks turned to more convenient shopping venues. Knox was tasked with driving volumes and changing the perception of the mall among a younger audience, especially young couples with kids.
Rather than trying to build traffic every day, our strategy was to entice families with kid-friendly events throughout the year, building great memories and brand affinity that would spark future shopping visits. The series included Halloween, holiday, Easter, back to school, valentine and family fun events with sweepstakes, story times, concerts, book signings, fashion shows, carnival rides, store treasure hunts and more.
We created event graphics, print and online ads, microsites, direct mail, outdoor boards, radio spots, in-mall merchandising, PR and social media tie-ins for each event. (Our account execs and art directors even decorated the mall for Christmas.)
It worked! Our 2014 Halloween event drew 2,000 people. Our 2015 Holiday event (which heralded the return of a well-loved mall icon, Archie the Talking Snowman) also added robust media relations efforts to increase mall traffic by 25%.