The real estate investment trust Simon Property Group (NYSE: SPG) has rolled out a new marketing campaign to bring consumers back to its shopping malls.
The campaign, dubbed “Meet Me @themall,” seeks to reach different generations by tapping into nostalgia for the 1980s and 1990s along with Gen Z’s shopping passions. The campaign includes a new riff on Simple Minds’ classic tune “Don’t You (Forget About Me),” that asks: Won’t You (Meet Me at the Mall?).
The campaign is now live on premium streaming services such as Netflix, Peacock, Hulu and Disney +, as well as on Instagram, TikTok, and YouTube.
“The mall is a touchstone of the American cultural experience – one with remarkable staying power,” said Lee Sterling, Simon’s chief marketing officer. “Celebrating the spirit of meetups in the food court, memories made with friends and coming-of-age moments, this new campaign is Simon’s invitation for everyone to gather in a place that has always brought joy, community and memorable experiences.”
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Not until they can curb the smash n grabs and crime at the Malls, will people go back🤦🏻♀️
Simon needs to get rid of the bulky middle of the mall kiosks. Also, would it kill someone to put in great bistros or restaurants. I remember going out to Jordan Marsh (yes, it was a long time ago) for lunch with my Mom and Grandmother. In short, malls need a more “main street mentality” like so many towns have implemented.