caseSTUDY westfield north bridge shopping district

caseSTUDY
westfield north bridge shopping district
situation
North Bridge, a nine-block shopping, restaurant, and hotel district, is located in the nation's most
renowned retail environment at the heart of Chicago's affluent Magnificent Mile. While the area
draws a diverse base of day-trippers, tourists, and business professionals, people were shopping
at competing centers first.
In 2002, shortly after Westfield developers purchased North Bridge, it was clear that the marketing effort needed an aggressive "overhaul." Westfield's other national shopping centers didn't
enjoy such a high-end appeal, and this was its first large upscale urban project. So Westfield North
Bridge enlisted Konlon & Associates (KAI) to pursue the obvious opportunity. (Market research
had identified an increasing population, downtown residential construction boom, and a growing
interest in upscale home remodeling.)
challenge
Through convincing creative and aggressive marketing efforts—yet constrained by a limited budget—
KAI was asked to reinvent Westfield North Bridge as the premier shopping center brand.
Aside from facing intense competition, we had to work with difficult parameters, namely Westfield's existing
red logo, and deeply entrenched corporate red, which for years was ingrained in its corporate identity.
The ultimate challenge was to drive traffic and sales, raise Westfield North Bridge presence, and
to gain overall market share.
solution
We redesigned the image and logo to reflect the center's upbeat, fresh, contemporary style.
To communicate an upscale, trendy image, we established an open, airy look that would break
through the clutter of other campaigns. Lots of white space and short, sassy phrases would drive
the message quickly and efficiently.
We also conceived and developed a tag line to suggest an edgy, adventurous experience: which
appeared on all collateral, supported by simple photographic images that immediately say style,
taste, and sophistication.
With logo and direction now defined, we applied it to every communication vehicle. From outdoor
transit and directional signs to store directories, print, direct mail, transit and radio advertising, we
blitzed the market with an image of excitement.
results
In just 12 months of 2002, Westfield North Bridge took on a journey upward, contributing to
increased sales over 2001 of an impressive 10.9%. Meanwhile, Water Tower Place, 900 N.
Michigan Shops, and Chicago Place all reported sales were either flat or down.
The marketing campaign was so successful in redirecting the area's shopping patterns, it moved
Westfield North Bridge up the ranks from #8 to #2 in sales for the market. (Source: Shopping
Center News.)
Westfield North Bridge still holds its ground, while the logo has become a recognized brand.
icons
printADS
[ shop + dine + stay + play ]
[ where + chicago social + chicago + front desk magazines ]
printADS
wallSCAPES
[ where + chicago social + chicago + front desk magazines ]
[ large ]
pull me = )
transit
[ kingsize bus panel ]
transit
[ kingsize bus panel ]
directory
springTREND
[ store listings + maps ]
[ cover + spread ]
fotography
[ art directed + taken ]
fotography
[ art directed + taken ]
passport
[ direct mail coupon piece ]
printADS
wallSCAPES
[ where + chicago social + chicago + front desk magazines ]
[ signage ]
pull me = )
transit
[ kingsize bus panel ]
indoorBANNERS
streetSIGNS
[ displayed in the north bridge center ]
[ displayed outside the north bridge center ]
ASK
ASK
ASK
directory
[ store listings + maps ]
M A K I N G .S H O P P I N G .B E T T E R .F O R .Y O U
M A K I N G .S H O P P I N G .B E T T E R .F O R .Y O U
M A K I N G .S H O P P I N G .B E T T E R .F O R .Y O U
Shopping
Valet Parking
y Balloons
Kruzzers
Play Areas
Gift Ideas
Shopping
Valet Parking
y Balloons
Kruzzers
Play Areas
Gift Ideas
Shopping
Valet Parking
y Balloons
Kruzzers
Play Areas
Gift Ideas
Concierge
Complimentar
Kiddie
Children's
Gift Cards
Shopping
Concierge
Complimentar
Kiddie
Children's
Gift Cards
Shopping
Concierge
Complimentar
Kiddie
Children's
Gift Cards
Shopping
outdoorBANNERS / POSTERS
fotography
[ displayed outside the north bridge center + old orchard center ]
[ art directed + taken ]
passport
[ direct mail coupon piece ]