Simon Property Group — the nation’s largest owner, operator and developer of shopping and mixed-use centers — launched its biggest campaign on Tuesday, shouting to the world, “It’s a Simon Thing.”
The campaign extends to all of Simon’s 200-plus U.S. locations, as well as the company’s digital and social media channels. “It’s a Simon Thing” is meant to celebrate the more memorable personal experiences shoppers have at Simon properties, whether it’s a family gathering, meeting friends, buying a prom gown or even a first date.
The tag line is flexible and the Simon name is omitted and replaced with another word or words, creating different slogans with the same tone, such as, “It’s a Malls Thing,” “It’s an Outlets Thing,” “It’s a Back-to-school Thing,” “It’s a Foodie Thing” or “It’s a Holiday Thing.”
“What’s so nice about this flexible system we’ve built is that we can work in different messages depending on the platform,” said Lee Sterling, Simon’s chief marketing officer, during an interview. “For example, for premium outlets, some of the key messages would be, “It’s a Designer Deals Thing,” or “It’s a More-for-less Thing.” Simon’s most upscale malls might convey the message, “It’s a Style Thing,” or “It’s a Night Out Thing.”
“People have grown up here, met friends, landed first jobs, celebrated milestones and found things they didn’t know they were looking for,” Sterling said. “Long before social networks, our destinations were places to discover what was new and connect with others.”
Lee Sterling
Sterling said the “It’s a Simon Thing” campaign builds upon Simon’s Meet Me @themall campaign launched in September 2024, which tapped into Gen Z’s choice of the mall as a place to spend time. That campaign blended ‘80s and ‘90s nostalgia with videos and ads depicting Gen Zers meeting up in the mall, taking selfies, applying cosmetics and trying on clothes as their Millennial or Gen X parents watched. “It’s a Simon Thing” expands that idea across generations and to more Simon channels. The company is spending more on this latest campaign, but does not disclose the amount of the investment.
“We wanted to broaden the messaging to go beyond Gen Z and beyond malls,” Sterling said. “We also have an outlet portfolio. We have digital platforms, so we needed a campaign that could more holistically tell the Simon story, and that’s how the idea was born.
“Between the outlets and the malls, we’re using a different color palette and slightly different treatments to the imagery, but we intentionally want the customer to be able to connect the dots and realize their local mall or local outlet center, or the mall or outlet center you might find when you go on vacation, is part of the same family.”
Launching the new brand platform is a 60-second “manifesto,” or statement spot featuring a montage of everyday experiences that happen at Simon properties. The spot is set to the song “Sweet Disposition” by The Temper Trap and Lost Frequencies, and shorter versions of the spot will be utilized. The message is that Simon properties are places of discovery where, “Your discovery isn’t an algorithm, and possibilities don’t fit on a screen. You don’t scroll it. You stumble into it. You feel it. You try it on.”
The campaign will be seen on connected TV, cinema, digital and social channels, on prominent displays inside Simon properties, and on the recently launched Simon Media Network. Influencer-, creator- and brand-led content will extend the campaign. “Brands are highlighted as part of the campaign, but they aren’t necessarily collaborating with us directly on it at this stage,” Sterling said. “But there’s opportunity for brands to do that going forward. We just haven’t offered that up to them yet, but they are absolutely part of the story.”
Roughly a decade ago, Simon, a large real estate investment trust, ran campaigns fairly regularly, but in different formats. “The idea is that this one will last a couple of years,” Sterling said.
“Our premier shopping, dining and entertainment destinations across the country are beloved by shoppers, and this campaign puts the Simon name behind those experiences,” said Eli Simon, the chief executive officer, president and chief operating officer of Simon, in a statement. “It brings everything we offer together under one identity, creates deeper engagement with consumers and creates greater impact for our retailers and brands.”
From the new Simon campaign.
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