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2017 Simon Holiday Marketing Campaign

A Preview of Simon Malls, Mills and Premium Outlets' Holiday Marketing Campaigns launching November 2017.

· Simon Brand,Simon Services,News,Retailer Support,Marketing Program

2017 Holiday at Simon

This Holiday, Simon Malls, Mills and Premium Outlets centers have developed a multi-faceted marketing campaign to drive traffic and sales conversions to our retailers through:

  • High impact creative assets featuring compelling storytelling across multiple channels.
  • Targeted media strategy to promote each of the centers, their retailers and their holiday offerings.
  • Experiential activations and events to create a festive and fun holiday environment.
  • Services and amenities to make shopping easy and convenient.

Creative Campaigns

Each Simon Platform has a distinctive message told with a unique look, feel and call to action tailored to the platform's specific value proposition and shopping experience.

Video is the hero of asset our Holiday campaign, allowing for deeper storytelling opportunities, measurement of specific digital channel impact, and a widely appealing medium of communication to our core shopper constituency.

Videos

Premium Outlets Video Campaign:

Premium gifting for everyone. Premium savings for you.
Following the success of our Back-To-School campaign, Simon Premium Outlets will continue to use spokesperson Katie Savoy in order to reinforce our centers as the pre-eminent outlet shopping destinations, and to effectively communicate our value proposition - best brands, best prices.

The campaign storyline is light-hearted and helpful – providing inspirational ideas that will help our shoppers solve their gift giving shopping dilemmas – while enticing them with brands and deals so compelling that they will not only have their gift giving wrapped up but may leave with a few gifts for themselves because “giving is receiving”.

Malls Video Campaign:

Find it. Love it. Gift it. Shop Holiday Deals.

In this humorous Holiday video, Santa acts as an all-knowing advice giver through text messages to shoppers. Different targets (Mom, Dad, Teens, Family) star in different key locations within the mall (indoor, outdoor, Santa set), communicating the fun and festivity the season brings.

Mills Video Campaign:

Merry Gifts For All. Style. Savings. Fun.

The campaign storyline features the act of giving staged within various vignettes in a light hearted palette with cheerful music, reinforcing the vast selection of stores and the entertaining shopping experience.

Premium Outlets Holiday Sales Promotion

The Premium Outlets holiday sales promotion will be a multi-pronged marketing effort that will compliment our video campaign and include both Direct Mail marketing and an on-mall Sales Event highlighting the most exclusive promotional offers of the season and rewarding shoppers for their spend.

  • Direct Mail to 500K homes
  • Receipt and Rewards Program rewards shoppers with retailer giftcards for on-mall purchases at participating retailers
  • Gift Guide distributed on mall and available digitally

Family Programming

Disney Junior Play Dates

Select centers will host Disney Junior Play Dates, Simon's new Family Programming initiative in partnership with Disney Junior. Each quarter will feature a new Disney Junior character in conjunction with a key shopping season. This Holiday, Puppy Dog Pals will engage with families through branded digital and on mall experiences.

Santa Photo
Santa Photo will operate at 130 centers, mostly Simon Regional Malls. Each child (or adult) that visits Santa will receive a round, easily identifiable “I SAW SANTA” sticker to promote Santa visits with other families and for retailers to engage with them to create a positive emotional connection.

Signature & Community Events
Many malls will develop seasonal programming, unique to their market and core shopper demographic, featuring local partnerships, curated experiences and custom messaging to bring the Holidays to life. Examples include:

  • Santa’s Arrival, Parade or Breakfast at most centers
  • Tree Lighting Ceremonies
  • Ice Spectacular @ The Galleria
  • Holiday Spectacular @ St. John’s
  • New Year’s Eve Beach Ball Drop @ Pier Park

In addition, 50+ Malls will host a Holiday photo booth to encourage social sharing while on property.

Tree Lighting Spectacular at The Galleria in Houston, TX

Experiential Programming

Santa’s Little Helpers Augmented Reality (AR) App:
Targeting families with kids ages 7-13, Santa’s Little Helpers will offer 3 game challenges, all involving AR, that will lead to a sweepstakes and physical on-center prizes.

Santa Messenger Bot
The Malls holiday Santa texting video comes to life via Facebook Messenger Santa Bot add-on, merchandised to shoppers on mall and online. The Simon Santa Bot will help shoppers find the right store for the perfect gift based upon who they are shopping for and broad categories of interest.

#simonsings
Highly followed YouTube singers from across the country will sing the same holiday song at
different Simon Malls. Videos will be cut into one music compilation and shared across digital and social media channels.

You Tube Holiday Campaign

Customer Experience Enhancements

Holiday Giftcards
New Holiday themed Simon Gift cards with Order Suspension for Line Efficiency allow guests to maximize time spent shopping and avoid waiting in line while Simon staff processes Giftcard orders. Guest will be notified via text when order is ready, then when they return to Simon Guest Services they will simply provide payment.

Additional Amenities

Offering additional convenience, comfort and relaxation, the following amenities will enhance our shopping center experience:

  •  Extended Mall Hours - All centers offer extended holiday hours throughout the holiday season with select centers open on Thanksgiving.
  •  Holiday Service Sparks – Holiday Service Sparks will be introduced to management teams to deliver emotional connections to guests and employees to enhance guest interactions and customer experience.
  • Surprise & Delight – Guests visiting Simon properties will be randomly treated to bottled water, hot chocolate stations, small snacks or other treats as they interact with the Guest Services teams, Ambassadors, or Holiday Greeters.
  • Comfort & Relaxation – Comfortable soft seating, charging stations, play areas, wheelchairs, coat and package check, shuttle services, valet parking, holiday gift wrap stations, and Wifi.

Contact Us to Develop a Custom Holiday Marketing Campaign for your Store

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