People worked in downtown, dined in downtown, but at the time lived and shopped elsewhere. Pine Street Development saw the opportunity for creating an upscale, urban shopping destination unlike any other. Our challenge was to build anticipation and excitement for the grand opening, and to drive traffic and sales once it opened.
 

Research showed us that 80% of all Seattle residents visit downtown throughout the year, so we heavily utilized transit as a medium of choice along with television and radio. We began with a “teaser” campaign that did not reveal the destination or the stores. For three weeks, black and white, high-end imagery was seen all over downtown with simple messages such as “The Place You’ve Been Looking For Opens October 29”. Building curiosity, and subsequently tying the name Pacific Place to the actual campaign. After the initial three weeks, we included the Pacific Place logo along with key retailers.
 

The results were jaw-dropping. In the first month, sales per square foot were $1,200 and the campaign won a Maxi Award and RAC Awards.