Know-How Exchange : Taglines/Names

WMMA hit it right on the head as far as the need for an campaign including multiple elements, and obviously, you were already aware of that. Here are some suggestions on a tag line/copy to help shape your campaign:

Have you ever thought of taking that "Pardon our dust" phrase and tweaking it to fit your mall/expansion? I've never liked the phrase even though I understand the rationale and purpose behind it. I thought of ways you could tweak it in order to take advantage of the recognition of the "Pardon our.."phrase but still have the flavor befitting of the type of mall you describe. Something along the lines of having a visual tagline where you cross out the word "dust" and throw in words that convey your expansion and 40+ new fashion forward retailers. "Pardon our (DUST crossed out) expansion", "Pardon our (DUST crossed out) moves to bring in 40+ new retailers", "Pardon our (DUST crossed out) efforts to keep this the fashion mall of choice".

Or, you could just go with the tagline, "Don't pardon our dust - welcome it!" I'm sure you will have copy that would highlight the 40+ new stores the construction will bring as well as additional highlights. The rationale behind that tagline is that you want them to see through the construction and see what it's for...that same "dust" that many ask to be pardoned is that same "dust" that has to be there when you construct space for 40+ stores, so, you want your consumer to welcome that sign of expansion and future fashion choices rather than "forgiving" it or "pardoning" it.

Can't help but think:
Life begins at 40... 40 new exciting fashion stores.