Made Over at Prime
November 2006
Prime Retail went all out to woo bus traffic to its centers, and the Merit Award recognized the campaign’s effectiveness.
Prime attended the annual convention of the American Bus Association and met with officials of no less than 110 tour bus operators to promote tours that included a stopover at Prime’s centers.
Prime also had a marketplace booth and hosted a cocktail party and breakfast for the operators, where one bus company executive got a head-to-toe makeover – everything from a new hairstyle to new clothes. Her new look was unveiled at the breakfast.
“It was very cool,” says Ana Platte, Prime’s director of corporate tourism. The makeover was intended to reinforce the message “that we’re doing makeovers of all the centers in our portfolio,” she says.
The payoff was great. It took “six months of planning,” says Platt, “but in the end we spent about seven percent of our tourism budget for the year.”
Prime booked about $700,000 in new sales impact at the convention and another $600,000 later.
