The McRae Agency
Ongoing Public Relations Campaign
Summary
When Kimco Realty Corporation and De Rito Partners Development decided to open Mesa Riverview, an open-air shopping center with 1.3 million square feet of retail stores, theater and restaurants, our agency was hired to promote the center. We knew from the beginning that our PR tactics would have to be creative and on a large scale in order to promote Mesa Riverview, which also contained big box stores such as Wal-Mart, Home Depot, Ski Pro, Bed Bath and Beyond, and the very first Bass Pro Shops in Arizona.
After meeting with Kimco and De Rito we decided the best way to promote the center was through planning events within the center’s Theatre District, as well as ongoing media outreach to local reporters.
We started planning events for the center that would involve the community, while capturing the media’s attention. The first was a pet adopt-a-thon that partnered with a local non-profit organization that has a mission focused on animal rescue and medical assistance. Not only did the families in the community go home with new additions (bunnies, cats, dogs, even horses), but the event also garnered live segments on three TV stations. There were hundreds of people at Mesa Riverview for the very first time. Because the turn-out for this event turned out to be so large, we determined family-based events were the best type for this specific venue.
Over the next few months we planned various events around the Theatre District, including live music on weekends, a Safety Fair for the community, and a Fourth Friday Art Walk with the East Valley Art Guild, which became a monthly occurrence. We also implemented a family night promotion with the merchants to offer discounts and specials for families with children to off-set the high gas prices and poor economy, as well as create a fun night for families to enjoy together.
During this time, we were in constant communication with the local media to cover our events and Mesa Riverview’s continued growth. We secured frequent media coverage for Mesa Riverview and its merchants through newspaper and television coverage, specifically ABC TV’s Smart Shopper segment which highlights individual stores in the community with great offers.
Results
The PR campaign was highly successful, with many events taking place in Mesa Riverview’s Theatre District. The events and Mesa Riverview received coverage on the FOX, NBC, and ABC local affiliates, as well as the Arizona Republic and many community papers. Our efforts boosted the attendance in the Theatre District and raised sales for its merchants. Specifically, the Fourth Friday Art Walk brought in 2,000 people to the Mesa shopping center. Mesa Riverview’s business objectives achieved – driving traffic to the center and its merchants – through publicity and events.