Shopping City Sibiu

Context

Shopping City Sibiu built its positioning around the concept of a family-focused mall, offering more than just a shopping experience. The marketing strategy aimed to turn the shopping centre into a place where people return for activities, events and experiences designed for every generation.

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

The challenge

How do you turn a shopping centre into a destination for the whole family and keep the public engaged throughout the year?

The goal was to develop a strategy capable of combining commercial objectives with experiences relevant to the community, through integrated campaigns, activations and recurring events.

The approach

The strategy aimed to develop integrated communication and strengthen Shopping City Sibiu’s positioning as a destination dedicated to families and leisure time. The work directions included:

• developing and implementing the annual marketing strategy;
• coordinating 360° campaigns;
• organising and coordinating numerous events and activations dedicated to families and children;
• developing seasonal and promotional commercial campaigns;
• collaborating with the shopping centre’s retailers and partners;
• coordinating online and offline communication;
• relations with the press and media partners;
• developing special projects dedicated to the local community.

Deliverables

• annual marketing strategy;
• integrated communication campaigns;
• commercial campaigns;
• events and activations for families;
• workshops and experiences dedicated to children;
• collaborations with retailers and partners;
• public relations;
• promotional materials.

Project value

The strategy contributed to strengthening Shopping City Sibiu’s positioning as a family-oriented shopping centre, where experiences and community complement the commercial offering.

By implementing an annual calendar of integrated campaigns, events and activations dedicated to children and families, the shopping centre strengthened its relationship with the local public and turned the visit to the mall into an experience that goes beyond shopping.