- Promotion and institutional campaigns intended to boost sales in Sonae Sierra Brasil shopping centres
- Campaigns represent a total investment of about R$ 1 million
Father’s Day, celebrated on August 8 this year, will count on a number of campaigns in Sonae Sierra Brasil’s shopping centres. Five out of ten shopping centres of the company, located in the capital city of the State of São Paulo, the ABC region and Campinas, will launch a promotional campaign. For the other developments, located in São Paulo, Franca, Santa Bárbara D’Oeste, Brasília and Manaus, institutional campaigns have been created for this special date. The total investment of the shopping centres is about R$ 1 million.
Boavista, Penha and Plaza Sul shopping centres (São Paulo), Shopping Metrópole (São Bernardo do Campo) and Parque D. Pedro Shopping (Campinas), will promote the campaign “Like Father, Like Glass”. From July 29 through August 9, customers who spend over R$ 200, or R$ 150 with their Visa cards, will be able to exchange their coupons for a pair of exclusive glasses with illustrations by Loro Verz ( www.loroverz.com ). There are three models to collect, for three different styles of fathers: modern, sportive and executive.
The advertising campaign of the promotion “Like Father, Like Glass” was created by the agency Escala. The ads will be in newspapers, on the radio, in magazines, on websites and internal communication.
Shopping centres Campo Limpo, on the south side of São Paulo, and Franca, in the countryside of the State, will launch a joint advertising campaign. The ads created by Escala play with a father’s attitude every time he says he doesn’t want anything on this day. To illustrate the concept, a drawing shows a father with various options of gifts around, symbolizing the diversified mix of the shopping centres. The slogan of the campaign is “Here you can find everything your father says he doesn’t need”.
Pátio Brasil will carry on the institutional campaign about the love relationships born in the city of Brasília. The campaign “Born” brings characters that were born in the city who are “born” and “reborn” for the city after becoming fathers. The tribute to fathers is completed with the slogan “To all of those who were born here or not, but have chosen our city to play their most important role: being a father”.
In an attempt to reinforce its fashionable attitude, with exclusive brands and always keeping up with the latest fashion trends, Manauara Shopping highlights in its campaign that visitors will definitely find the ideal gift for their fathers there. Manauara Shopping is “fashionable in all aspects” and the slogan of the campaign for the date is in keeping with this concept: “Father’s Day, a Hero in all aspects”.
Tivoli Shopping has invested in an institutional campaign to be launched during the Father’s Day period that praises the wide range of stores of the shopping centre, with options for all tastes and situations. The campaigns show various situations, each for a different consumer segment, where people may choose one or another option. In gastronomic terms, a light dish or a fast-food meal; to talk about technology, a smart phone and an iPod; in fashion terms, a casual bag for the day and a posh wallet for the evening; and in terms of leisure, a bag of popcorn symbolizing a cinema screen and a joystick for a TV screen.
Sonae Sierra Brasil (www.sonaesierrabrasil.com.br) is a shopping centre specialist, with the expertise of its shareholders controlling: the European Sonae Sierra and the American DDR (Developers Diversified Realty).
The company owns and manages 10 shopping centres in operation: Penha, Plaza Sul, Campo Limpo e Boavista (São Paulo-SP); Pátio Brasil (Brasília-DF); Franca Shopping (Franca-SP); Tivoli Shopping (Santa Bárbara D’Oeste-SP); Shopping Metrópole (São Bernardo do Campo-SP) Parque D. Pedro Shopping (Campinas-SP) and Manauara Shopping (Manaus-AM), totaling 364,1 thousand m2 of Gross Leasable Area (GLA).
Sonae Sierra Brasil continues its expansion strategy with the development of 3 new projects: (Uberlândia Shopping, in Uberlândia – MG, Boulevard Londrina Shopping, in Londrina – PR and Passeio das Águas Shopping, in Goiânia – GO) and 2 expansion projects (Parque D. Pedro Shopping, in Campinas – SP and Shopping Metrópole, in São Bernardo do Campo – SP).
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