To help drive traffic to the mall near Valentine's Day, EGC created a campaign to encourage shoppers to purchase gifts for their loved ones at the mall. The visual of the timeless Valentine's Day speaking candy hearts was used to simply convey the message that “the sweetest gifts” could be found at Kings Plaza. The integrated campaign, which leverages in-mall posters, clings and a print ad, highlights the wide variety of quality stores at Kings Plaza. EGC used this key differentiator, which is a common theme in all of the mall’s advertising, to show that Kings Plaza is the perfect place to shop for Valentine’s Day. Up next up for Kings Plaza-- a special visit from the Easter Bunny and a Spring Fashion campaign!