Question

Topic: Advertising/PR

Xmass Campaign - Creating A Suitable Slogan

Posted by Anonymous on 10/26/2009 at 10:30 AM ET 250 Points
I am working for a shopping centre on a Xmas campain, my task is to create a billboard wit Xmass motif but at the same time to introduce/higlight that one of the tenants has enlarged his unit and is opening a bigger, nicer one. I wonder whether it is possible to put these events together. Any idea?
To continue reading this question and the solution, sign up ... it's free!
SUBSCRIBE
Or, SIGN IN

RESPONSES

  • Posted by CarolBlaha on 10/26/2009 at 10:39 AM Accepted
    How about "Open Before Christmas"- and show the tenant's store as a wrapped gift-- ready to be opened.
  • Posted on 10/26/2009 at 11:28 AM Author
    Hm, but the problem is that this one is an existing tenant and we want to focus on the enlargement of his unit and by the time the billboard is installed, might be, the new bigger unit will have been already opened.
  • Posted by CarolBlaha on 10/26/2009 at 11:37 AM Accepted
    I am assuming they are open -- they are still "open before christmas". For the consumer to shop.
  • Posted on 10/26/2009 at 11:46 AM Author
    Dont know .. I guess I d rather use something like: " Newer, bigger one - our Xmas present for you "
  • Posted by marketbase on 10/26/2009 at 12:00 PM Accepted
    Actually, it seems to me that the tenant should be doing its own advertising; rather than piggybacking on the shopping center's budget unless of course, there is a donut arrangement (sharing $$). Still, which gets top billing, the tenant or the center? CarolBlaha's got a great potential blending announcement, but beware of the other tenants getting up in arms about the preferential attention!

    jag
    MarketBase
  • Posted on 10/26/2009 at 12:12 PM Author
    Yes, that is true, but actually the tenant is doing a favour for us :) and we are happy that he is not leaving us during this hard time. So it is difficult to create a balanced message.
  • Posted by marketbase on 10/26/2009 at 2:35 PM Accepted
    Yes, in these difficult times, customer advocacy gets top billing--to a point. Obviously, this tenant's business is doing ok, and you, as the center, want to 'announce' that to the marketplace, too, thereby positioning your center as the one to be a tenant in now--and when the economy begins to improve. Unless the tenant is paying completely for the advertisement, I would still recommend including list of tenants (to show diversity) and also stand by my thought of splitting the cost among tenants (I guess % equal to room on the billboard) or whatever your base lease allows.

    Sorry I got off track with the advertising..I'll put that hat back on...

    jag
    MarketBase
  • Posted by CarolBlaha on 10/26/2009 at 2:38 PM Accepted
    I don't see any danger in highlighting a large tenant-- who is with expansion-- anchoring the site. It's new (his expansion) and will create awareness and traffic for all tenants. I am sure this tenant is doing their own marketing-- this just adds value-- not just to him but everyone involved.
  • Posted by Jay Hamilton-Roth on 10/26/2009 at 7:05 PM Accepted
    Come To New Home For the Holidays...
    Has Been Very Good...
  • Posted by Jay Hamilton-Roth on 10/26/2009 at 7:06 PM Accepted
    (oops) Should've said:

    Come to Tenant's Name For The Holidays...
    Tenant's Name Has Been Very Good...
  • Posted by marketbase on 10/26/2009 at 8:24 PM Accepted
    Since it wasn't specified that this is an anchor tenant, perhaps an image of lower boughs of a tree (and or a Santa sleigh) with packages labeled for each tenant, with the newly expanded one more prominently displayed. But, caution, don't risk the other tenant's ire over this one as lease renewal time could be a disappointing time if total sq. ft. of more than one irked tenant moves to alternative locales...


    jag
    MarketBase
  • Posted on 10/27/2009 at 3:56 AM Author
    thanks for comments, I absolutely agree with last CarolBlaha's comment. It is an anchor tenant, the task is to make public aware of such a "news" going on in the SC. moreover, the logos of some other important tenants are going to appeat on the bottom of the billboard. So far, I have 3 layouts, so I dont want to go into another graphics, I just need the slogan that would at least a little corresponds with the Xmas message :) ..
    The proposals are as follows - in the next comment
  • Posted on 10/27/2009 at 4:08 AM Author
    Very briefly:

    1. A man dressed as a Santa (his face/head is not visible) is sitting at his notebook writing sth (in the left corner)- the slogan below him is stating sth like: DOnt write any letters to Santa, just come straight to us

    2. You can see a a couple with red Santa caps on their heads sitting on beautiful sandy beach; the slogan sth like: Xmas all the time (regardless of which season we stay)

    3. A traditional one - two faces of happy children - Everytime we love, everytime we give, it is Xmas.. Fulfill your children's dreams
  • Posted by CarolBlaha on 10/27/2009 at 8:04 AM Accepted
    How about "Santa came a little early for us" -- the visual of him wisking away = and in the foreground someone opening the wrapped package-- the package has a visual of the new store.
  • Posted by BizConsult on 10/27/2009 at 11:15 AM Accepted
    For your visuals, how about:
    "Where Santa Shops for gifts!"

    Otherwise, it sounds like you have four messages to communicate:

    1) Promote the mall
    2) Offer a consumer benefit/draw
    3) Leverage the holiday season
    4) Highlight the newly-expanded tenant

    If you want the messaging to focus more on the larger client:
    "Find more than ever for Christmas at (Mall Name)!"
    or
    "Now with more than ever for your Christmas shopping!"
    or
    "New, larger and better than ever for Christmas!"

    Subtitle with the "Newly expanded (Store brand name/logo)" and any new tenants/other mandatories retailer logos.

    Have a Merry one!
    -Steve Udell
  • Posted on 10/27/2009 at 11:44 AM Author
    that sounds great, at least i found there a lot of inspiration, thx
  • Posted on 10/28/2009 at 10:57 AM Author
    Finally, the client decided to go another way - a very simple one (however I do not like it :)) , we will just put there a typical Xmas backround with some boxes with labels informing about the enlargement, ST.Nicholas event, wrapping-up presents service and I guess we will go with similar slogan like the one appeared here: New, larger and better than ever for Christmas.. I will let you know the result :)
    Thank you all for your help!
BACK TO TOP

Post a Comment

Related Discussions

Community Info

Top 25 Experts
(Advertising/PR)