Green Acres

Green Acres, a Vornado Realty Trust, needed help generating excitement for a Back To School promotion.

In response, EGC created the “Green Acres MallStars” campaign by asking kids to send in resumes explaining how they help the community and excel at school. From the respondents, 30 Kids were chosen to be “Green Acres MallStars”. The MallStars were photographed paparazzi style while shopping and trying on clothing and accessories, and the photos were used in inserts, print ads, online campaigns and Facebook fan pages. One MallStar was used on the radio to promote parents buying gift cards for children to do their shopping alone while learning how to budget their money.  Finally, all the MallStars promoted the mall by word of mouth, social networking, and sending email blasts and postcards campaigning to be voted the best MallStar.

The “Green Acres MallStar” program was a success, as it generated more than 8,200 votes and 10,100 unique visitors to the MallStar blog. More importantly, the campaign elevated the image of the mall.