“Puzzle Postcard Series”
PROJECT:
When I first worked on the CocoWalk account, the client explained that this was to be the first “retail-tainment” outdoor/indoor specialty center of its kind in the nation. Acting as both their branding consultant and creative advertising agency, my job as creative director and senior copywriter was to identify their unique selling proposition. I wrote the slogan “The Heart and Beat of the Grove” as the brand essence of the campaign. But because the specialty center was opening in stages, I needed a way introduce the new stores and restaurants in phases so visitors were not disappointed that the entire center wasn’t finished. So we devised a direct mail advertising campaign that was mailed in 3 phases, creating in essence, two mini Grand Openings before the Grand Grand Opening. Target & Objective:
Announce, to consumers within a 10-mile radius, the grand opening of Coconut Grove’s first specialty shopping center, and create excitement and anticipation.
Assignment/Creative Solution:
The architect’s renderings were incorporated into a series of large puzzle piece-shaped mailings which helped illustrate how the complex’s diverse stores, restaurants, and entertainment venues create a unique experience. Visitors who attended the grand opening received a “CocoCard” good for complimentary beverages, meals and discounts, plus a chance to win a Grand Prize.