<\/p>\n
\n\tSimon Property Group \u2014 the nation\u2019s largest owner, operator and developer of shopping and mixed-use centers \u2014 launched its biggest campaign on Tuesday, shouting to the world, \u201cIt\u2019s a Simon Thing.\u201d<\/p>\n
\n\tThe campaign extends to all of Simon\u2019s 200-plus U.S. locations, as well as the company\u2019s digital and social media channels. \u201cIt\u2019s a Simon Thing\u201d is meant to celebrate the more memorable personal experiences shoppers have at Simon properties, whether it\u2019s a family gathering, meeting friends, buying a prom gown or even a first date.<\/p>\n
\n\tThe 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, \u201cIt\u2019s a Malls Thing,\u201d \u201cIt\u2019s an Outlets Thing,\u201d \u201cIt\u2019s a Back-to-school Thing,\u201d \u201cIt\u2019s a Foodie Thing\u201d or \u201cIt\u2019s a Holiday Thing.\u201d<\/p>\n
\n\t\u201cWhat\u2019s so nice about this flexible system we\u2019ve built is that we can work in different messages depending on the platform,\u201d said Lee Sterling, Simon\u2019s chief marketing officer, during an interview. \u201cFor example, for premium outlets, some of the key messages would be, \u201cIt\u2019s a Designer Deals Thing,\u201d or \u201cIt\u2019s a More-for-less Thing.\u201d Simon\u2019s most upscale malls might convey the message, \u201cIt\u2019s a Style Thing,\u201d or \u201cIt\u2019s a Night Out Thing.\u201d<\/p>\n
\n\t\u201cPeople have grown up here, met friends, landed first jobs, celebrated milestones and found things they didn\u2019t know they were looking for,\u201d Sterling said. \u201cLong before social networks, our destinations were places to discover what was new and connect with others.\u201d<\/p>\n
\t\t\t\t\tLee Sterling<\/p>\n
\n\tSterling said the \u201cIt\u2019s a Simon Thing\u201d campaign builds upon Simon\u2019s Meet Me @themall campaign launched in September 2024, which tapped into Gen Z\u2019s choice of the mall as a place to spend time. That campaign blended \u201880s and \u201890s 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. \u201cIt\u2019s a Simon Thing\u201d 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.<\/p>\n
\n\t\u201cWe wanted to broaden the messaging to go beyond Gen Z and beyond malls,\u201d Sterling said. \u201cWe also have an outlet portfolio. We have digital platforms, so we needed a campaign that could more holistically tell the Simon story, and that\u2019s how the idea was born.<\/p>\n
\n\t\u201cBetween the outlets and the malls, we\u2019re 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.\u201d<\/p>\n
\n\tLaunching the new brand platform is a 60-second \u201cmanifesto,\u201d or statement spot featuring a montage of everyday experiences that happen at Simon properties. The spot is set to the song \u201cSweet Disposition\u201d 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, \u201cYour discovery isn\u2019t an algorithm, and possibilities don\u2019t fit on a screen. You don\u2019t scroll it. You stumble into it. You feel it. You try it on.\u201d<\/p>\n
\n\tThe 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. \u201cBrands are highlighted as part of the campaign, but they aren\u2019t necessarily collaborating with us directly on it at this stage,\u201d Sterling said. \u201cBut there\u2019s opportunity for brands to do that going forward. We just haven\u2019t offered that up to them yet, but they are absolutely part of the story.\u201d<\/p>\n
\n\tRoughly a decade ago, Simon, a large real estate investment trust, ran campaigns fairly regularly, but in different formats. \u201cThe idea is that this one will last a couple of years,\u201d Sterling said.<\/p>\n
\n\t\u201cOur premier shopping, dining and entertainment destinations across the country are beloved by shoppers, and this campaign puts the Simon name behind those experiences,\u201d said Eli Simon, the chief executive officer, president and chief operating officer of Simon, in a statement. \u201cIt brings everything we offer together under one identity, creates deeper engagement with consumers and creates greater impact for our retailers and brands.\u201d<\/p>\n
\t\t\t\t\tFrom the new Simon campaign.<\/p>\n
#Simon #Unleashes #Biggest #Campaign<\/p>\n","protected":false},"excerpt":{"rendered":"
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