Business to Consumer / Retail:
Heritage Mall Ad Campaign

Problem:  Come up with a year-round campaign that gives the Mall a new image.  One that will appeal to its existing customers, while attracting new, younger ones.  Do this in a single week-end.

Solution:  Show the centre as a fun place to shop for everyone.  Do this by using bright, jewel-toned photographs showing customers of all ages, from all backgrounds, having a great time.  Write advertising copy that’s enticing, inviting; crammed with information, ideas and facts about the mall.  Make sure it motivates and sells, every step of the way. Produce presentation-ready material that covers oversize brochures that open out into full-size posters, ads for every season and every occasion, a newsletter, radio scripts and more.  Do this in a single weekend.

Multi-Media Campaign Concept & Copy:  The Right Words – Jennifer Brown