SOCIAL MARKETING & SOCIAL MEDIA
900 NORTH MICHIGAN SHOPS
REBRANDING—36% INCREASE IN AWARENESS
THE AVENUE'S MOST FASHIONABLE ADDRESS
A low level of awareness for the center name and poor signage led us to create a campaign for this five-level property on famed Michigan Avenue that prominently featured the name of the center in each execution. Key retail stores were featured to promote vertical shopping. As this is a “walking” street, transit ads were heavily used to create an on-street “buzz” and capture potential customers as they passed this high-end center. Primary research indicated a 36 percent increase in name recognition following the creation of the new brand.
RETAILERS REPORT DOUBLE-DIGIT INCREASES
Five levels of shopping, located at the top of The Avenue provided a true marketing challenge. Our objective was to entice potential visitors past other retail options into 900 North Michigan Shops and subsequently get them to explore every level. The “900 Rules” campaign did just that. The visuals firmly established the center as the arbiter of fashion while tongue-in-cheek headlines added a fun sophistication to the campaign. Each execution featured five to seven key retailers to communicate the array of shopping that awaited them inside. Again, we focused on transit ads to draw visitors frequenting the “Magnificent Mile”. In addition we created a beautiful shopping bag that acted as an advertisement on the street. For tourism, we created the “900 Card” offering exclusive offers and discounts to guests at the Four Seasons hotel. This card is still being used today. Magazine ads were also used to promote the center. Within the first year, many retailers reported double-digit increases in sales, and the campaign itself was an RAC Silver Award winner.