Developing Great Places...Delivering Great Results
TrizecHahn Centers
San Diego
TrizecHahn sought to develop high-quality, highly visible advertising
that would reinforce its image as an industry leader to retailers,
developers, investors, lenders, financial analysts, partners and
department store representatives.
The theme "Creating Great Places" is the company's core doctrine and the
thread lacing together all its corporate communications. All elements of
its new corporate campaign would expand on that theme, to promote the
company as a leader in creating "great places" that have great sales
results.
OBJECTIVES
1. To showcase the company's expertise in creating
one-of-a-kind retail destinations.
2. To emphasize its track record in developing and managing centers.
3. To reinforce its commitment to innovating and imaginatively renovating
retail centers.
4. To maximize exposure for the company and provide
up-to-date information on its developments.
5. To communicate its financial performance to shareholders and discuss
growth strategies.
IMPLEMENTATION
The key elements of the campaign were trade magazine advertising, an
Internet Web site and TrizecHahn's own corporate magazine.
An eye-catching ad for trade publications showcased several of the
company's projects in development in the U.S. and Canada, and also touted
the strong sales at its existing centers. It ran in May, to catch
attention at the industry's Spring Convention.
TrizecHahn also promoted the "Great Places, Great Results" theme through
its biannual magazine. The glossy publication was designed to be
enlightening, entertaining and visually stimulating. The cover was a
photo montage of the company's premier properties. Inside were stories
showcasing some of TrizecHahn's latest projects, as well as news updates,
including details on the parent company's plans for European expansion.
The magazine was mailed just prior to the Spring Convention.
Finally, TrizecHahn's home page on the Web
(http://trizechahncenters.com) was redesigned to trumpet the new theme. A
rotating banner stated: "Developing Great Places, Delivering Great
Results and 1996 core portfolio dollars per square foot: $382." A new
section with animated searchlights allowed users to view up-to-date
information about the company's new developments and renovations; it
included three-dimensional site plans, architectural renderings,
demographic statistics and press releases. An on-line version of the
company magazine is also available on the Web.
RESULTS
Each component of the corporate ad program featured current and upcoming
projects and reinforced the company's commitment to creating innovative
retail centers. The ads specifically quoted sales per square foot,
assuring tenants and partners of a proven performance.
Maximizing exposure to TrizecHahn's corporate philosophy, performance
and growth strategies, the magazine reached 5,000 retail professionals;
the trade ad was placed prominently in magazines with a combined
circulation of 168,700. Consequently, 1,045 appointments were made at the
Spring Convention, resulting in the leasing of more than 2 million square
feet of retail space--a 235% increase over the previous year. Moreover,
the Web set attracts 1,100 hits daily.
CREDIT
Professional recognition to: Alberta Davidson, vice president,
corporate marketing; Stacy Armstrong, director of marketing; Joan
Maloney, designer.
EXPENSES
| Ad design/production | $17,155 |
| Ad placement | 35,768 |
| Company magazine editorial | 3,698 |
| Magazine design/production | 21,330 |
| Printing (5,000 issues) | 28,500 |
| Web site design/development | 4,500 |
| Total | $110,951 |
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