Mall giant Simon Property Group launched a national ad campaign to bring new generations to its shopping malls.
In a media release, the Group noted that its Meet Me @themall campaign “blends 1980s and 1990s nostalgia with a new generation who want to shop, eat, stay, and play at the mall as much as their parents do.”
The campaign, which highlights “the enduring generational relevance of the mall,” is now being shown on streaming services, including Netflix, Peacock, Hulu, and Disney+, as well as on Instagram, TikTok, YouTube, Simon’s owned channels, and in its shopping malls throughout the country.
“The mall is a touchstone of the American cultural experience—one with remarkable staying power,” said Lee Sterling, Simon’s chief marketing officer. “Celebrating the spirit of meetups in the food court, memories made with friends and coming-of-age moments, this new campaign is Simon’s invitation for everyone to gather in a place that has always brought joy, community and memorable experiences.”
The company noted that most Gen Z consumers shop in brick-and-mortar stores despite a reputation for being online all the time. The International Council of Shopping Centers (ICSC) reported that about “97 percent of these consumers patronize physical retailers.”
Simon said its new marketing campaign is part of a broader effort to generate “enthusiasm among members of Gen Z and their moms to find new connections and experiences at the mall,” which means partnerships with a range of celebrities, creators and influencers.
“While Gen Zers may find their moms cringe, it turns out that they have developed a love for many of the same things their parents did—from fashion to movies to music and the mall,” Sterling continued.
To view the campaign, go here.
Image courtesy Simon Property Group
