CASE STUDY
University Town Center Redevelopment
WESTFIELD SAN DIEGO
THE OMNI-CHANNEL CHALLENGE:
As part of an $180 million dollar investment in a San Diego revitalization project I was asked to create 1.) The Brand Identity for the property, 2.) A Grand-opening launch campaign and finally 3.) . . . Dream up an element to drive traffic both online and off that would add "WOW Factor" to the opening ceremony events.
THE APPROACH:
The positioning for the property was based on the spa-like amenities that you would find there. Keeping the standards you would expect to enjoy during a luxury hotel stay in San Diego front of mind, we held ourselves to an upscale aesthetic throughout design work.
The campaign cadence was further inspired by "stay-cations" and weekends away: leading with the headline: "Get Ready to Getaway" through to the "Escape Everyday" theme that followed the grand-opening events.
Grand opening invitation
Featuring an exclusive VIP performance by Natasha Beddingfield. (Gold foil emboss.)
THE APPROACH CON'T:
With Brand Identity work in progress, I partnered with the Westfield Digital Labs team to take a closer look at relevant user insight, and discovered that the female shopper we were targeting and loyal Pinterest users shared key characteristics.
Further discussions gave rise to an "Ah-ha!" moment which became our north star: What is a Pinterest board if not a window into what we want? And what is at the very heart of bricks & mortar retail . . . ? Window shopping.
THE RESULT:
"Pinterest Unplugged"
So I reached out to a talented architect from the development division, and asked if he could help us build a real-life free-standing Pinterest board in such a way that it would echo what a Pinterest wall looks like when you are browsing online.
Then the on-site marketing team did an incredible job helping us fill it with actual product donated by the retail tenants.
In the meantime, we finalized the back-end "Pin it to Win" contest layer to drive people who would see the physical display to our Pinterest board online as well, and then back again to the property for the opening ceremony events where the winner would be announced. We had come full-circle in our marketing efforts and we had our "WOW Factor!"
SOCIAL MEDIA SUCCESS - OVER 4 MILLION IMPRESSIONS
PROJECT
Launch Campaign
The Occulus at Ground Zero
Agency selection for a project of this scale and significance is a carefully executed process. As a native New Yorker it was a great honor to be invited to join the former Westfield World Trade Center, VP of Marketing; Stacie Henderson and her team to participate.
I contributed to the launch strategy discussions, explored cultural considerations and weighed in on the final vetting process to ensure that the Agency of Record would be capable of delivering a well-received launch campaign for this $20 Billion dollar investment.
"Kala is a great addition to any strategic discussion, she is very effective in navigating from opinion to consensus and leading the team toward viable next steps"
- Stacie Henderson, CEO keep.com
PROJECT
The Launch of the new Westfield APP 2.0
Enabling guests to make the most of their visits to the properties by tapping into daily deals easily and finding their way faster.
BILLBOARD VARIATIONS
PROJECT
Nutcracker Under the Dome
WESTFIELD SAN FRANCISCO CENTER
During the holiday season, Westfield San Francisco Centre’s iconic Dome was brought to life each evening with a one-of-a-kind animated 3D light spectacular featuring San Francisco Ballet’s Nutcracker.
Filmed content that filled the iconic dome overhead was accompanied by a series of on-site events. Crafted together with local technology innovators, Obscura Digital and the San Francisco Ballet this was a holiday hit!
PROJECT
Los Angeles International Airport Redesign
TOM BRADLEY TERMINAL
OPENING NIGHT GALA
INTERIOR SCREEN CONTENT
PROJECT
Westfield "Santa Baby" Holiday
HOLIDAY WEBSITE TAKEOVER
