Tysons Corner Center | Rosenthal Partners

Driving qualified traffic to retail. Tysons Corner Center is perceived to have the best selection of stores in the area, many local malls have assembled strong tenant mixes that dilute their uniqueness. Tysons has differentiated itself from competitors by highlighting its one-of-a-kind destination stores in niche advertising campaigns. Unfortunately, an increasing number of these unique retailers are leasing space at competing malls, further eroding Tysons¡ points-of-difference.

Maintain leadership position.
Drive qualified traffic.
Increase top-of-mind awareness of mall and advertising.

Increase sales from previous to current year +5%.
Maintain highest name and ad recall.

Educated DC metro area residents, 25-54 (skews female), with HHI $80K+. Our target is younger, more affluent and more educated than the national benchmarks.

A consistent mix of proven media tactics and innovative techniques was used to reinforce Tysons’ dominance in the market, including radio and outdoor, and supplemented with online and local print.

Creative uses the successful “where the stores are” theme, with radio spots weaving store and restaurant names into dialogues to create vignettes – a fairy tale, a soap opera, a ballroom drama, and a detective story. The use of double entendres between the tenant names and their linguistic meanings create a humorous context for highlighting our merchants.

Tysons Corner Center is “where the stores are.” In addition to offering the best selection of stores and merchandise in the Washington, DC, area, the mall offers unique stores that can’t be found elsewhere in the market.

Since the campaign launch, the mall has to date noticed a cumulative increase in gross sales of 7.73% with traffic counts increased by 2.17% from previous year. Results are expected to build incrementally over the course of the one-year plan, which has only just begun.