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Certification Programs The CDP, CSM, CMD, and CLS designations serve to recognize professionalism, raise standards and improve shopping center industry practices.

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1998 MAXI Awards

There Will Always Be Style

To celebrate Stonewood Center's 40th anniversary, the marketing team launched a multimedia campaign that capitalized on the power of nostalgia to expand market share, create an exciting identity for the center, promote its stores and establish Stonewood as a timeless source for food, fashion and fun. The visual anchor of the campaign was a timeline running from 1958 to 1998, which was accompanied by images of merchandise that showed how tastes have changed over the decades. The image was used on billboards, print ads, TV spots, directories, signage and direct mail. The tag line "There will always be..." was used to express seasonal message in print and to showcase key merchandise categories on television. The heart of the campaign was a rock 'n'roll soundtrack. A set of four music cassettes featuring original recordings from the 1950s through the 1980s was designed as a gift with purchase. Customers were encouraged to return each week to collect the whole set and to register to win a 1950s-style jukebox. Comparable year-to-date sales rose 8.2%. The center distributed nearly 1,000 gift-with-purchase cassettes, reflecting more than $130,000 in sales, many from repeat visits. The jukebox giveaway garnered a 2.3% response. And Stonewood Center launched a memorable image it can build on.

Owned and managed by:

The Macerich Co.

Professional recognition to: Paul Sabina, director of marketing; Janice Lux, marketing secretary; Diversified Marketing Concepts, ad agency; Gloria Abrams, general manager.