Challenged with limited funds, messaging was strategically targeted to 3 core groups – the affluent shopper residing in area upscale neighbours, office workers who frequent the centre on weekdays, and upscale tourists.

A comprehensive signage program created enhanced visibility of street level entrances and access points on the concourse level... seasonal fashion events cultivated the brand promise.
Sales in the centre grew by 10.6% in the first twelve months after the campaign launch.