The mall in Bethesda Maryland had a reputation as an older style, slightly neglected property before Westfield spent $90M dramatically renovating the interior, adding a new dining terrace, valet parking lounge and the only state-of-the-art Arclight movie theatre on the East Coast.
The brief was to create a one year communication strategy to transition from construction through the official launch and establish the property as a premier destination with the best selection of fashion, dining and entertainment in the region.
The creative was themed around the concept of the property as ‘A Modern Classic’. Recreating three iconic movie characters represented the new Fashion, Food and Parking offerings while all three simultaneously spoke directly to the key element of development - the new cinema.
The campaign had a truly integrated vision from the pre-launch promotion to the launch event itself and the subsequent advertising campaign, establishing the property as the premier retail destination within the area.
Creative: Peter Donnelly Project Manager: Erin Shems & Tom Huang Production Artist: Rachel Hsu Photography: Pete Longworth & Michael Scott Slosar