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JLL-managed centers tap into experiential marketing to drive sales and traffic -- and spread a little holiday cheer
CHICAGO, Dec. 19, 2014 — While shoppers are busy rushing to complete their shopping lists, JLL-managed retail centers have been tapping into the festive spirit of the holiday season by encouraging customers to stop and take a moment to Be a Part of the JOY. JLL’s new “JOY” promotional campaign, which hinges on experiential marketing, allows shoppers to create memories to last the whole year through. Shoppers at participating JLL-managed centers can create and share their own version of JOY by finding giant in-center displays of the letters “J” and “O” and then posing as the missing “Y.” Shoppers snap a pic and share it on Facebook, Twitter, or Instagram using a center-specific JOY hashtag and then invite friends and family to vote for their photo to win gift cards to center retailers.
“During the holidays, everyone is so busy that going to a shopping center may seem like something to be endured instead of enjoyed,” said Julie Rickey, Director of Retail Property Marketing, JLL. “Yes, it’s a critical time for retailers and shopping center owners to drive traffic and sales but through the Be a Part of the JOY campaign, we also want to give our shoppers the opportunity to have an engaging experience that captures the spirit of the season.”
Shoppers have embraced this opportunity to get into the spirit of the season and create their own JOY. Contest entries submitted on JLL-managed centers’ Facebook pages have been incredibly fun and creative with Y’s made up of tiny tots, cozy couples, entire families and even local Girl Scout troops, performance artists and more. Many families are using their local center’s JOY display as the backdrop to create their personal holiday cards and then sharing the cards on the centers’ Facebook pages.
Center teams at JLL-managed properties have also embraced the promotion with JOY showing up everywhere from cookie cakes for retailer meetings to Santa’s arrival events to Black Friday door busters to “12 Days of JOY” giveaways.
Beyond in-center promotions, nearly one-fifth of retailers this year will offer an “experience” to customers to help drive sales and traffic, according to JLL’s 2014 Holiday Sentiment Report, which includes feedback from 800 largely national or global retailers in JLL-managed shopping centers across the United States.
To learn more about JLL’s JOY promotion, visit the Facebook pages of the following participating shopping centers: Central Mall – Fort Smith, AK; Central Mall – Lawton, OK; Central Mall – Port Arthur, TX; Central Mall – Texarkana, TX; Centre at Glen Burnie – Glen Burnie, MD; Chico Mall – Chico, CA; Coventry Mall – Pottstown, PA; Killeen Mall – Killeen, TX; Lakeshore Mall – Sebring, FL; Mall De Las Aguilas – Eagle Pass, TX; Mall of Abilene – Abilene, TX; Mesilla Valley Mall – Las Cruces, NM; Myrtle Beach Mall – Myrtle Beach, SC; Queen Ka’ahumanu Center – Kahului, HI; Regency Square Mall in Richmond, VA; Rosedale Center – Roseville, MN; Salem Center – Salem, OR; Southbridge Mall – Mason City, IA; Sunset Mall – San Angelo, TX; The Streets – Hillsboro, OR; TownMall of Westminster – Westminster, MD; Union Depot – St. Paul, MN; Valdosta Mall – Valdosta, GA; Washington Square Mall – Indianapolis, IN; Westgate Mall – Amarillo, TX; Windward Mall – Kaneohe, HI.
JLL’s Retail Group serves as the industry’s leader in retail real estate services. The firm’s more than 800 dedicated retail experts in the Americas partner with investors and occupiers around the globe to support and shape investment and site selection strategies. Its retail specialists provide independent and expert advice to clients, backed by industry-leading research that delivers maximum value throughout the entire lifecycle of an asset or lease. The firm has more than 90 retail brokerage experts spanning more than 25 major markets, representing more than 440 retail clients. As the largest third party retail property manager in the United States, JLL’s retail portfolio has 350 centers, totaling 67 million square feet under management in regional malls, lifestyle centers, grocery-anchored centers, power centers, central business districts, transportation facilities and mixed-use projects. For further information, visit www.jllretail.com
About JLLJLL (NYSE: JLL) is a professional services and investment management firm offering specialized real estate services to clients seeking increased value by owning, occupying and investing in real estate. With annual fee revenue of $4.0 billion and gross revenue of $4.5 billion, JLL has more than 200 corporate offices, operates in 75 countries and has a global workforce of approximately 53,000. On behalf of its clients, the firm provides management and real estate outsourcing services for a property portfolio of 3.0 billion square feet, or 280.0 million square meters, and completed $99.0 billion in sales, acquisitions and finance transactions in 2013. Its investment management business, LaSalle Investment Management, has $53.0 billion of real estate assets under management. JLL is the brand name, and a registered trademark, of Jones Lang LaSalle Incorporated. For further information, visit www.jll.com.
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