“#myLPreason” campaign wins national award, community support
CORPUS CHRISTI, Texas (June 10, 2015) – La Palmera’s most recent effort to effectively incorporate social media into its marketing has paid off. The “myLPreason” campaign is not only popular with shoppers, it has also garnered national recognition, receiving a prestigious Silver MAXI Award from the International Council of Shopping Centers (ICSC).
The U.S. MAXI Awards showcase creative and innovative practices that paint the picture for the future of the industry. La Palmera’s “myLPreason” campaign was recognized in the Traditional Marketing category for executing an award-winning strategy across a number of subcategories: advertising, business-to-business, cause related marketing, event and sales promotions, and public relations to re-energize the center and give back to the community. La Palmera received the award May 17 during ICSC’s RECon 2015, the world’s largest annual retail real estate convention held this year in Las Vegas.
The “myLPreason” campaign was introduced to Coastal Bend shoppers in 2014 as a way to engage them with the 1-million square foot regional mall as a brand in and of itself. Shoppers have been sharing their photos and reasons for liking and shopping at La Palmera via Twitter, Instagram and Facebook using #myLPreason. A full-length selfie mirror was also installed on the mall’s upper level to encourage shopper engagement with the mall and to promote La Palmera as a destination for shopping and dining. Shoppers receive an on-site print out of their photo when they share it via social media using #myLPreason.
Over the past year, La Palmera has seen 3.15 million impressions through the myLPreason effort, and a 22% increase in social media engagement.
“We are very pleased to have been able to build a very loyal fan base for La Palmera, and receiving industry recognition for this latest effort is very gratifying,” said Fred Walters, general manager of La Palmera and The Shops at La Palmera. ““La Palmera uses both traditional and social media marketing to increase sales, traffic, and online interaction, but the ‘myLPreason’ campaign depends exclusively on our customers’ participation. It’s very common for individual brands to engage customers and build loyalty in this way, but we are a venue, which can be a little trickier.”
La Palmera uses Tint Up software to facilitate assimilation of the dozens of daily #myLPreason posts to display on screens throughout La Palmera. ArtFly Design, LLC, the designers behind the campaign, run hashtag sweepstakes across all platforms: Facebook, Twitter, and Instagram, giving away La Palmera Shopping District Gift Cards to encourage a continuous stream of social media chatter around the hashtag #myLPreason.
Professional recognition for the MAXI award was given to Walters; Amanda Sanchez, Assistant General Manager, La Palmera; Kymberley Scalia, Director of Corporate Marketing, Trademark Property Co.; and Amanda Garcia, Creative Director, ArtFly Design, LLC.
For more information on La Palmera or The Shops at La Palmera, go online to www.lapalmera.com, visit us on Facebook, or call (361) 991-3755.
ABOUT LA PALMERA
Located in Corpus Christi, Texas, La Palmera is a 1-million square foot super-regional mall with more than 100 retail and restaurant tenants including Dillard’s, J.C. Penney, Macy’s, P.F. Chang’s and Coach. Acquired in July 2008 by IMI and Trademark Property, La Palmera is the first mall to be awarded LEED® Silver for Core and Shell 2.0 established by the U.S. Green Building Council (USGBC). The mall features a 600-seat food court with a 4,500-gallon feature aquarium and a children’s ocean-themed play area. For more information on La Palmera, go to www.lapalmera.com; or call (361) 991-3755.
Founded in 1957, ICSC is the premier global trade association of the shopping center industry. Its more than 70,000 members in over 100 countries include shopping center owners, developers, managers, marketing specialists, investors, retailers and brokers, as well as academics and public officials. For more information, visit www.icsc.org.