The Montgomery Mall in North Wales, Pennsylvania was home to approximately 120 stores. Its brick-and-mortar business model had been bolstered over the years by numerous renovations and the continual addition of new and trendy retail outlets.
The big challenge for any physical shopping center is remaining viable during the all-important holiday season — that period from Thanksgiving up to the days right after Christmas. Online shopping presents a major challenge, and the Montgomery Mall needed to be sure it remained viable for shoppers from Black Friday to New Year’s Day.
Budget for Furia Rubel
Worth of media coverage
Pieces of coverage
15 Million +
Using the power of celebrity and social media, Furia Rubel recommended and implemented successful campaigns during multiple holiday shopping seasons.
Public relations and event publicity, Furia Rubel, engaged the services of Don Polec, a well-known television news personality closely associated with Philadelphia’s ABC affiliate. Mr. Polec rode with Santa atop a fire truck and signed autographs during the mall’s annual Santa Parade. His participation virtually guaranteed local news coverage.
Furia Rubel and the mall’s marketing team aggressively promoted the event ahead of time. These efforts included carefully researching and identifying an array of online and print “community calendars” to get the event listed.
To keep excitement going after the parade, the team developed a “Black Friday Shopping Survival Guide” that was printed in local newspapers and secured media coverage of a “Black Friday Survival Kit.” Shoppers were reminded to stay hydrated, bring snacks and shopping lists, wear comfortable shoes, and plan a productive itinerary in advance of the busiest shopping days of the year.
Furia Rubel also leveraged the power of social media, managing the mall’s Twitter account and organizing a “Tweet Santa” program to help build excitement. Media outreach included encouraging the use of a hashtag and suggesting that tweets can be like a holiday wish list. To attract adults, the @MontcoMallSanta Twitter handle provided deals and discounts on the most in-demand holiday gifts at the mall, and detailed which stores carried the items.
“We are so proud to call Furia Rubel our PR Agency of Record for so many reasons. Their constant assistance with event planning and management, strategic counsel and media relations expertise has helped to continually put Montgomery Mall on the map and attract customers. During one holiday season, the Furia Rubel team worked tirelessly to achieve our set goals and objectives. They communicated with us on a daily basis and kept us abreast of all upcoming opportunities and strategies. We were extremely pleased with their innovative ideas for events […]” – Menden Poole, former marketing manager
The Plain White T’s, best known for their hit song “Hey There Delilah,” headlined at Simon DTour Live! presented by ABC Family, a free, six-hour teen event on a Saturday in July at Montgomery Mall. The Simon DTour Live! summer concert tour gave teens firsthand access to today’s rising pop stars and an opportunity to interact with some of today’s hottest consumer and retail brands. Teens attending the concert gained access to the exclusive live concert, free give aways and were eligible to win prizes from ABC Family, Company 81, My Coke Rewards and Sprint.