Realizing that its market was shifting, Dufferin Mall reached out to young urban singles—who comprised half of its local population, but only 23% of the mall’s shoppers. Its campaign worked: Dufferin’s share of the yuppy market increased by about 30%, or approximately 58,000 visits per month.
The Macerich Company, with its patriotic and successful Old Glory*ous Celebration campaign already underway, pitched in to pay tribute to South Dakotans who aided the World War II effort.
Without a doubt, the shopping center industry as a whole seized the opportunity to support its neighbors, shoppers and communities after the 9/11 attacks. Shock was quickly redirected into action, and the response – from both people and shopping centers – was overwhelming.