GRAND OPENING OF RIVIERA SHOPPING CENTER:
COMMUNICATION CAMPAIGN
GOALS
- Information support of «Riviera» shopping center opening
- Position "Riviera" as a new and trendy high-tech shopping mall with unique life-style format
- Increase the number of generated media stories, quotes and mentions
- Position TOP-managers of "Riviera" as experts in the real-estate market
SOLUTION
- Develop and implement a three-month PR campaign aimed at specialized, business, and lifestyle media
- Network with at least 400 journalists
- Initiate at least 50 requests from specialized and business media for expert comments by the top manager of "Riviera"
- Initiate interviews with top managers of "Riviera"
RESULTS
- 16 diverse press materials developed and adapted for media format
- 400 posts on social network pages of various media, 5500 people subscribed to "Riviera" accounts. Total coverage of the campaign in social media exceeded 600,000
- Campaign generated 1038 stories in the media
"Riviera" shopping center — is a place for shopping and interesting past-time in Moscow, designed in the format of Life Style Center. The concept of the mall is supplemented by the socio-cultural component, which opens wide opportunities for cooperation with museums and cultural centers to organize exhibitions, performances, and master-classes.
"Riviera" was opened in April 2016. The agency had an ambitious task to provide significant coverage of the new retail-player entering the market and emphasize the lifestyle benefits of the mall. Several competing malls were opening in Moscow at the same time each with its own information campaign which made our task more difficult. This development challenged and motivated us to come up with unconventional approach to the project. Our team developed complex communication strategy which allowed "Riviera" shopping center to establish and maintain leading position in terms of information output and media coverage within first three months of the campaign.