The 5th Street Public Market is a small small and funky retail shopping center whose traffic had been steadily declining. The market had over 70 shops and restaurants, most of which were local institutions which gave the property a very unique flavor. We used the lack of national chain stores as a messaging asset.
Oh, did we mention the budget? Meager.
What we did
Brand Strategy & Messaging - having so many small shops and restaurants was really an assault on the senses, so we built on it with a “Come To Your Senses” campaign. Plus, because the shopping center was different, we made sure that our our campaign was as well.
Multimedia Implementation - Newspaper inserts were printed on heavier paper and cut to slightly odd size to help them stand out. Instead of 60 second radio ads, we would run two 30 second bookends at each ad break. We kept TV production costs low by using static photography and title graphics. Lastly, if you could make something into an event on the property - we did. The Bach Party, Al Fresco Farmers Market, Holiday Tree - whatever we could do to drive traffic - and with the low production costs we were able to support each one on TV, Radio and in print.
What happened
“Sales in the first quarter are substantially up. There is great life in the center. Come to your senses has solidified, and the experiences reflect the communications. I could not have gotten this with anyone else and could not have done this without you. This is largely due to your brilliance and talent, hard work and out of this world creativity. Thank you.
Melanie Diamond
Marketing Manager