Since the campaign has been put into effect, the Shops at Las Americas has seen an approximate $20 million increase in sales which translates into an average of 10% increase in 2006 and a 19% increase year-to-date 2007.

 

 

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  CASE STUDY NO.3
THE SHOPS AT LAS AMERICAS
 
 
 
 
 
PLAY :30 T.V. SPOT
 
 
 
 
 
  SITUATION
 
 
 

The Shops at Las Americas opened in November 2001. Resembling a Mediterranean village, the open-air shopping center features large courtyards with fountains, statues and mosaics. An expansion in May 2005 added 188,000 square feet to the center, 45 new designer brand stores, making the 560,000 square-foot center the largest fashion outlet center in San Diego County.

The Shops at Las Americas is located next to the world’s busiest international border crossing between San Diego and Tijuana. The average daily traffic count at this intersection is 175,700 vehicles with about 112 million passengers and pedestrians crossing the border each year.

Within a 10-mile radius of the center, nearly 450,000 people reside in 133,000 households. The centers primary market is also inclusive of nearly 1.4 million residents of Tijuana, Mexico. This overall trade area spends an excess of $4 billion in annual retail expenditures.

Before the center’s expansion, the average shopper was primarily Hispanic from the South San Diego region and from the Northern Baja California communities of Tijuana, Rosarito, Tecate and Ensenada. The objective of the May 2005 expansion was to expand to the current consumer base as well as increase consumer traffic from the second and tertiary markets.

CHALLENGES
An upscale retail shopping center was being constructed in the city of Chula Vista, 10 miles away. This new center would target the same primary and tertiary markets as The Shops at Las Americas. Other challenges surfaced because of the current Hispanic consumer base, which meant all new campaign materials had to appeal to both Spanish and English speaking markets with clear, concise and consistent messages.

RESULTS
In March 2006, a new aggressive campaign was created and launched which included print, television and radio advertising, and a public relations plan in an effort to develop a wider consumer base within central San Diego. The campaign aimed to draw more upscale shoppers to the newly expanded high-end retail area and to build The Shops at Las Americas as a tourist destination for shoppers from around the world. The components and results of the campaign are as follows:

Several advertisements were created and placed in newspapers, magazines, television and radio outlets with appropriate messages for different markets. The messages reached a diverse audience ranging from Spanish speakers living south of the border to high-end shoppers living in San Diego’s affluent neighborhoods. The advertisements adequately and succinctly addressed the center’s audiences and the challenges faced. For example, advertisements created for central San Diego consumers included taglines such as, “Closer than you think” and “Just 20 minutes from Downtown San Diego,” to alter people’s perception of the center’s distance from their home.

The marketing campaign also called for a stronger presence of on-site promotions, including VIP coupon books, hand-held maps, rack cards distributions in hotel lobbies, displays with categorized store listings, directional signage and fence banners to capture the attention of current shoppers and to create return of loyal ones.

Since the campaign has been put into effect, the center has seen an approximate $20 million increase in sales which translates into an average of 10% increase in 2006 and a 19% increase year-to-date through May 2007. The campaign has also effectively reached consumers in the targeted areas of Eastlake, Chula Vista, Coronado and downtown San Diego, and has brought in tourists from as close as North County San Diego to as far as Japan and Australia.

 
 
 
 
 
 

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