The Shops at Wiregrass
Dine. Shop. Discover.
Facing stiff new pressure in a region they’ve dominated for years, The Shops at Wiregrass feared falling out of fashion with loyal shoppers. To design a strategy that combats this market insurgence, the client selected Pyper Inc for a new retail marketing campaign.
We identified the shopping plaza’s key competitive advantages and formulated niche audience appeals. The “Dine. Shop. Discover.” brand advertising campaign infused a modern, upscale feel, reminding guests that The Shops at Wiregrass is more than a mall—it’s a day-out destination complete with must-have brand and department store shopping, a range of dining choices and full schedule of activities. And, that’s an alluring combination the new outlet just couldn’t match.
Creative execution weaves a mosaic of Wiregrass icons within visuals of the family, friend or couple that enjoys them. To get the word out, our focused media strategy placed special offer incentives within the competitor space through a hyper-local mobile campaign. Geographically relevant outdoor, cinema, newspaper, magazine, digital and paid social media built a prolific impression that minimized waste. And, organic social interaction and online contest promotions led to a significant rise in both online community growth and engagement.
Retail Marketing Elements
Outdoor | Print | Video Pre-Roll | Digital/Mobile | Social Engagement | Media | Photography | Videography
Outdoor Campaign Counters Competition
With a new competitor on the horizon, this appealing Tampa Bay outdoor campaign was developed to remind viewers that The Shops at Wiregrass was much more than a collection of stores. Situated along major commuter arteries, media placement ensured that area residents got the message that friends, family and couples all enjoy the combination of superior shopping, dining and entertainment only available here.
The Shops at Wiregrass wanted to firmly establish how its "lifestyle village" concept is much more than a mall––this in contrast to a new shopping option. This Pyper Inc magazine advertising series layers a mosaic of iconic Wiregrass images of family, friends and a couple that succinctly captures all Wiregrass has to offer for each of the three niche target audiences.