Concept: Interactive instructional training document.
The O’Hare concessions team asked us to develop a standards and training piece to support the “at O’hare” campaign.
It would serve to educate, empower and guide their partners in designing stories for the campaign. The standards were key in helping a small marketing team manage and maintain the campaign’s design standards.
Challenge: Develop a guest experience strategy for 30 malls
Deliverable: Customer Experience Strategy and Tactics
Concept: "I love it here"
Starwood Retail Properties purchased 30 malls across the US and needed a customer experience strategy that would unify the properties and build equity for this new brand.
We started by asking shoppers to dream about their ideal future mall. We quickly learned there’s a lot of love for the local mall. Shoppers were bullish about its future. However, none of them felt at home in the mall.
So we set out to create an inclusive guest experience strategy that would meet the needs of all shoppers and make the mall an easier, more comfortable and authentically engaging destination.
Highlighting the extraordinary "at O'Hare"
"at O'Hare" Concessions Marketing Campaign
Challenge: Promote the concessionaires at O’Hare
Deliverable: Campaign strategy and concept
Concept: Highlight the extraordinary "at O'Hare"
The concessions team at O'Hare was looking for a way to shift perceptions without relying on an expensive redesign. At first glance, the visual landscape looks tired and out of date creating a negative impression among travelers.
Look a bit closer, however, and one quickly finds that there are many hidden gems. New local food options are popping up regularly and many great products can be found across the terminals. We needed to highlight these extraordinary finds.
The "at O'Hare" campaign strategy utilizes vibrant colors and location-specific trend stories to help travelers find the extraordinary products around them.
Pop-up activations and social media are planned to create more awareness and encourage travelers to share what they find extraordinary "at O'Hare."
Total Target Strategy
Starwood goes deeper to own its local mall advantage.
The Art of Living Locally - Starwood Retail Properties
Challenge: Activate the mall and engage the local community
Deliverable: Local activation strategy and tactics
Concept: Happy, Healthy Communities through Arts and Wellness
As a new player in mall management, Starwood Retail Properties had some foundational work to do first. With this behind them, they are ready to tackle the challenge of changing the perception of the local mall.
Continuing the co-creative spirit of the brand, we teamed up with Urban revitalization and placemaking experts Team Better Block to help bring our customer engagement strategy to life. Unlike most mall activations, this is a bottoms-up strategy, designed and executed by the community for the community.
Starwood is launching the program at two prototype properties in 2016 with plans to begin rolling out the program in 2017.