• PR Specialities - Helping to Tell Your Story
Case Studies

Change Agents: CBL Rebrands Their Malls

Challenge: Communicate the change in shopping center names and ownership while reinforcing established positions as the destinations of choice for shopping, dining and entertainment. The challenge also included overcoming negative reaction to changes.

Solution: Plan and implement a systematic, strategic approach through media relations of announcing the sale; assuring familiarity to consumers; and enhancing reputations as the best places to shop and dine. Target key messages to select media audiences and media throughout the metro St. Louis region, including Fairview Heights/Belleville, IL and St. Charles County, such as: Business and retail trade media outlets, Fashion editors Food writers/reviewers, Family-focused websites and bloggers. Enhanced focus was placed on trade and local business media which were featuring news on the sale.

Results: The centers maintain a dominant position in the market place, and win ‘peoples’ choice awards from various media outlets. Agency regularly gets calls from media looking for stories/news from CBL.  Currently and for the past seven years, the firm has secured weekly shopping segments on three local TV affiliates KSDK (NBC), KTVI (Fox) and KPLR (Independent). These regular features reinforce the shopping center names/locations to the target audience and continually deliver a quality product (segment) to the media.