Chapel Hills Mall

Back to School Campaign

Challenge: Fuel buying behavior during retail’s second-busiest shopping season with a compelling promotional campaign highlighting back-to-school shopping opportunities throughout Chapel Hills Mall.

Solution: Target both mothers shopping for younger children and teens shopping for themselves with the message that the Mall’s 100 popular, retail brands make it a premier destination for the latest back-to-school fashions and accessories. The messaging centered on the notion that the Mall had the selection and variety to satisfy practical objectives (one-stop, fulfill the mission for moms) as well as emotional imperatives (the one place to go to satisfy picky, brand-conscious kids of all ages).

Marketing Media: Onsite signage, social media