Vornado Realty's Green Acres Mall recently presented The EGC Group with a three-pronged marketing challenge: to increase traffic to the mall and its stores; to increase sales in the mall’s stores and to increase purchases of the mall’s gift cards.

EGC’s solution calls for 30 volunteers to promote the mall as brand ambassadors. Called MallStars, the brand ambassadors, who range in age from 11 to 19, will promote the mall by distributing promotional postcards and e-blasts as well as through blogging and word-of-mouth efforts.  MallStars will be competing for votes and, at the end of the promotion, one lucky MallStar will walk away with a $250 Green Acres Gift Card as a prize for earning the most votes.

To support the grassroots efforts by the MallStars, the promotion will use community publication inserts, radio spots and Internet components to drive traffic to the mall.

Overall, we are expecting the campaign to stimulate a busy back-to-school season for the retailers at Green Acres!