King of Prussia Mall shows neighborly side

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A new integrated effort for Pennsylvania's King of Prussia Mall spotlights local neighborhoods. The goal is to build an emotional connection with nearby shoppers while drawing in tourists.

About 20 minutes outside Philadelphia, the King of Prussia Mall is one of the largest retail shopping centers in the country and boasts many upscale retailers, including Hermes, Neiman Marcus and David Yurman. Until recently, however, the mall's direct mail, television, Web and outdoor marketing efforts were all created separately.

"We wanted to develop a project that brought the brand together, brought consistency and more depth to the marketing," said Carl Rudnick, president of Lorel Marketing Group, which created the new campaign and has been the mall's agency for more than 20 years.

By focusing on the same neighborhoods within Philadelphia, nearby Delaware and the New Jersey shore in each channel of communication, the group hopes to bring cohesiveness to the mall's marketing efforts.

It also hopes to inspire shoppers with images that evoke the flavor of the many historic and culturally rich neighborhoods in the area and tie that into the fashions that also appear.

"One of the beautiful things about Philadelphia is that it is rich in culture and neighborhoods," Mr. Rudnick said.

For example, in the magalog dropped at the beginning of April, some of spring's ultra-feminine frocks were photographed on location in Cape May, N.J., known for its Victorian homes. Other neighborhoods featured in the 40-page spring magalog include Chinatown, South Philadelphia and Chestnut Hill. The fall book will feature four different neighborhoods.

The spring book also features content about the new retailers in the mall and promotions for the King of Prussia Mall's gift card and its fashion e-mail newsletter, which consumers can register for at www.kingofprussiamall.com.

Since its main purpose is to drive traffic to the mall's resident retailers, the magalog does not have a direct sales element.

The magalog is supported by a search marketing campaign and rich media banner ads on selected tourism sites. E-mails will drive people to the online version of the magalog.

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