Promenada Sibiu

Context

Promenada Sibiu built its identity around an urban audience that is connected to culture, fashion and contemporary experiences. Beyond its commercial dimension, the shopping centre set out to become an active space within the city, involved in the events and initiatives that define the local community.

The project was developed within the marketing team, contributing to the development and implementation of the communication strategy and the campaigns dedicated to positioning the brand.

The challenge

How do you turn a shopping centre into a space that is relevant to a city’s cultural life and set it apart in a market where the commercial offering is often very similar?

The goal was not only to attract visitors, but to build an identity that associates Promenada Sibiu with fashion, culture and urban experiences.

The approach

The strategy aimed to develop integrated communication and to strengthen the shopping centre’s positioning through projects relevant to the community. The work streams included:

• developing and implementing the annual marketing strategy;
• coordinating 360° campaigns;
• integrating the shopping centre into the city’s cultural and creative events;
• developing activations dedicated to the urban community;
• collaborations with cultural and creative partners;
• coordinating special projects dedicated to fashion, design and the creative industries;
• managing relationships with the press and media partners;
• coordinating online and offline communication.

Deliverables

• annual marketing strategy;
• integrated communication campaigns;
• activations and events;
• cultural collaborations;
• brand image campaigns;
• public relations;
• editorial plans;
• promotional materials.

Project value

The strategy aimed to strengthen Promenada Sibiu’s positioning as a space that goes beyond its commercial function and becomes part of the city’s cultural life.

By taking part in projects such as Feeric Fashion Week, the Sibiu International Theatre Festival (FITS), ASTRA Film Festival and other community-focused initiatives, the communication helped build a distinct identity in which retail, culture and urban experiences coexist in a coherent way.