There are two key challenges that a marketing campaign
for a retail and commercial property needs to address.
CHALLENGE #1
There are two distinct marketing phases for a mall -
the sales phase wherein the campaign needs to attract retailers to invest in shops and then the operation phase wherein the campaign needs to attract shoppers.
The challenge it poses is to create a high-impact positioning for the mall that works across both phases, for these diverse sets of audiences. The challenge is amplified when the property has commercial space along with the mall.
‘The Place To Be’ elegantly addresses this challenge and enables Crossway to keep building on the investments made in promoting this positioning during the sales phase.
CHALLENGE #2
The need for a strong visual identity to stand out among the sea of property launches.
A distinct illustrative style was adopted to break away from the 3D-render led campaigns which have almost become de rigueur for any and all property launches.
