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Rio de Janeiro:
Westfield Malls Promotion

The Rio Convention and Visitors Bureau sought a new multi-platform outlet for reaching an upscale audience of relevant travelers nationwide.

The Brief

  • Myriad introduced Westfield Malls as a non-travel specific partner for Rio to develop a “Win a Trip to Rio de Janeiro” promotion
  • With centers in the top cities in the U.S., Westfield’s up-market and high profile malls provided an ideal means of reaching prospective travelers to Rio
  • The promotion would cultivate a new database and raise awareness of the destination

Tactics

  • Westfield Malls provided access to their upscale market in 55 premium malls nationwide
  • In addition to printed posters and entry forms, Myriad and Westfield created two 15-second digital spots for large format LED displays (18ft x 13ft) in select premiere centers and flagship locations
  • These in-mall elements were located in “can’t-miss” high-traffic areas
  • Digitally, the promotion ran on each of the mall’s websites with regular communication to the audience via eblasts, Facebook posts and Twitter messages

Results

  • Generated targeted consumer database for future marketing initiatives
  • Westfield’s U.S. portfolio of 55 premium malls (97% of which are in top national DMAs), reaches 473 million+ visitors and generates approximately $15.3 billion annually
  • The average Westfield Shopper has an average household income of $86,374
  • Westfield’s portfolio of flagship malls, specifically where the LED displays are featured, reaches 139 million+ network visitors and has an average household income of $101,669

Client

Non-Travel Partnerships

Sweepstakes