LAS VEGAS-Alan Cohen, vice president of marketing at Westfield, says that marketing is increasingly important in a down economy. If you get the word out about your asset, the mall becomes a "hub of the community."
"At the end of the day, while Westfield is a national brand, for us it's really important that we embrace the local community," Cohen says.
Maybe that's because of their social media strategy. When their Galleria at Roseville mall in Sacramento caught fire recently people lined up for free T-shirts with the slogan "It's My Mall." They sold 10,000 in a matter of hours in a show of support for the shopping center.
"Facebook for us has been a really important part of our communication," Cohen says.
Retailers seemed to be embracing Westfield, too. At Caesars Palace on a Sunday, when people were sleeping off their hangovers in Vegas, their suite was jammed.
Want to continue reading?
Become a Free ALM Digital Reader.
Once you are an ALM Digital Member, you’ll receive:
- Breaking commercial real estate news and analysis, on-site and via our newsletters and custom alerts
- Educational webcasts, white papers, and ebooks from industry thought leaders
- Critical coverage of the property casualty insurance and financial advisory markets on our other ALM sites, PropertyCasualty360 and ThinkAdvisor
Already have an account? Sign In Now
*May exclude premium content© 2024 ALM Global, LLC, All Rights Reserved. Request academic re-use from www.copyright.com. All other uses, submit a request to [email protected]. For more information visit Asset & Logo Licensing.
