The new Turkish destination hosted an edgy launch party that was the toast of the town

Kanyon showed some guts when it developed and hosted a launch party weeks before opening its doors to shoppers in the heart of Istanbul, Turkey.
Construction workers were still hammering away on the site when, three months ahead of the big event, the shopping centre implemented the first phase of its Underconstruction public relations programme. With input from its advertising agency, Republica, and the Istanbul Modern Museum, Kanyon selected nine photographers and a video artist to shoot the centre and its building crew on location.
What came out of the creative process was an art collection comprising of one video and 40 photographs ranging from architectural stills to powerful fashion shots. From these works, Kanyon produced a commemorative book, copies of which would be handed out at the launch party to encourage word-of-mouth promotion.
Kanyon then sent out hard hats with information stickers printed on them to 500 people— members of the press, artists and socialites—as invitations to an Undercontruction launch party to be held at the building site.
Every detail in the party plan was in line with the centre’s carefully crafted image as a vibrant yet intimate place that oozed innovation, excitement and plenty of art. It didn’t take long for guests to take in the full Kanyon experience.
The 250 people who showed up for the party were made to feel part of the making of a new icon from the time they arrived.
It began with the elevator that transported guests to the venue and which set the tone with its almost grungy style. Then there was the Kanyon Underconstruction logo and the names of the participating visual artists which were spray-painted on the walls to give the entire set a decidedly rough yet highly stylized edge.
The raw setting only contributed to highlighting the art on display—iron bars, piles of sand, shovels and other construction material were purposely left in place. Every other detail played on the contrast. The waiters were dressed in workers’ uniforms, the drinks were presented in ice-filled barrels and served in plastic cups, and tenant restaurant Konyali served chicken wraps and other simple fare that imitated what construction workers would eat during their lunch breaks.
With the help of Republica and PR agency Pro Iletisim, managing director Mark Lehto led Kanyon’s marketing team in realising a real public relations coup. Kanyon’s original launch party concept, to which the marketing team consistently adhered, made the centre the toast of the town and a media darling.
A week before the party, Kanyon and its art exhibit were featured in Hurriyet, Turkey’s largest national newspaper, reaching 1.6 million readers—that’s equivalent to €66,600 (£45,000) worth of advertising. Then, post-event, Kanyon was featured in 14 articles in various titles, including three of Turkey’s leading lifestyle magazines and InStyle.
The centre’s message reached nearly seven million potential customers, garnering €148,000 (£100,000) in media coverage.
Kanyon’s launch demonstrated how taking some marketing risk while keeping concepts simple can pay off. But the bold campaign, which won the centre a Solal Marketing Award this year, also places the centre in an interesting position. Kanyon now has to live up to its image. This may prove challenging when the centre’s architectural and decorative features are buried in the inevitable humdrum of daily retail trade.
Online, Kanyon seems to be struggling with the task of maintaining a Website that is both functional and in line with its early visual brand positioning. However, where Kanyon has been consistent is in its commitment to supporting the arts.
In late March, Kanyon invited shoppers to view A Nine Month Journey, National Geographic Channel’s In the Womb photo gallery, which was displayed in the centre for a month. Then, in April, Kanyon featured the critically-acclaimed Cow Parade exhibit.

The Bottom Line

Kanyon incurred these expenses for its Underconstruction PR campaign:
Hard hat invitations     3,478€   or  2,350£
Photo production     4,662€   or  3,150£
Sound and light     6,660€   or  4,500£
Live music     1 370€   or  250£
Catering     nil*    
Branding and decoration     518€   or  350£
Books     7,992€   or  5,400£
Total     23,680€   or  16,000£

Share of annual marketing budget: 1.15%

Note (*): Restaurant tenant Konyali was the food sponsor for the Underconstruction launch party.
Source: Kanyon Solal Marketing Award entry.