| “Ology” Series |
| National Media
Campaign |
| |
| Santa Monica, CA-based Macerich
Company surveyed shoppers nationwide in 1998 to obtain
holiday shopping and spending patterns. Lovell Public
Relations positioned the results and distributed materials
to the media in time for holiday retail stories. The success
of the Holiday-ology survey became the catalyst for the
two-year “Ology” series, a research-based
initiative positioning Macerich and its malls as a shopping
authority. |
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| Challenges |
 |
To engage the media’s
interest in each survey. |
|
To further position Macerich as a seasonal
shopping authority. |
| |
|
| Strategies/Tactics |
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Created consistency for the series by
using “ology” in the title of each survey,
including Cupid-ology" for Valentine's Day; "Mom-ology"
for Mother's Day; “Old Glory-ology” for the
summer patriotic holidays; “Student-ology"
for back-to-school; "Boo-ology" for Halloween;
and “Holiday-ology” for Christmas and Hanukah. |
|
Mailed teaser cards to the media to create
anticipation for the survey results. |
|
Provided the media with solid research
results as well as holiday trivia to assist in their story
development. |
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Developed innovative positioning and packaging
for each survey. |
|
Incorporated the results in a press release
for distribution to retail, lifestyle and general news
reporters. |
|
Customized the news releases for local
media by inserting local facts and figures along with
information on holiday-related mall events. |
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|
| Results |
|
Surveyed over 30,500 shoppers nationwide
during the first year alone. |
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Reached an audience of over 1.048 billion
people worldwide. |
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Secured 5,000 newspaper and magazine articles
in publications such as USA Today, American Demographics,
The Wall Street Journal, and Los Angeles Times. |
|
Received broadcast media coverage including
a national feed on USA Networks, CBS Market Watch and
BBC Television North America. |
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Developed relationships between the mall
owner and the media that have proven to be valuable outside
of the scope of this campaign. |
|
Continued receiving media usage and interest
in retail statistics after the initial campaign was complete.
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