Know-How Exchange : Strategy

Since it's unlikely that the average consumer will care about your anniversary, it's better to focus on activities that highlight the mall's uniqueness (location, vendors, or connection with community). Who shops at the mall? Where? Why do they come back?

Your details will help too: where is this mall? What kind of anniversary? Worth celebrating because ...?

I'm a skeptic when it comes to the anniversary being something about which consumers would care. Can you explain why you want to tie a promotion to something that is largely irrelevant to your target audience?

I agree with previous comments. I was once tasked with celebrating an Airport's anniversary. They wanted to put big money behind big entertainment with the idea that people who aren't traveling would then come to the Airport for a party. We persuaded them that an Airport, like a mall, attracts people for specific reasons. Instead, focus on the reason people already want to attend -- shopping! Maybe have a campaign where you roll back prices (through coupons the mall would pay for or another vehicle). Or you could provide some behind-the-scenes access or an exclusive item. For instance, maybe one of your retailers could offer a premium item only available during the anniversary campaign.

is it some particularly significant anniversary? 25 years? 50 years? Would the retailers be interested in coordinating some sort of discounts or sales or promotions to build traffic?