Washington Park Mall Grand Opening V.I.P. Invitation
CLIO-WINNING CAMPAIGN THAT GOT EVERYBODY TO COME SEE WHAT WAS IN STORE.
Lying 30 miles north of Tulsa, Bartlesville, Oklahoma, was just close enough to the bigger city to justify not having its own shopping mall. After years of chafing over this inconvenience, the development of the 90-store Washington Park Mall by Sears subsidiary, Homart Development, was greeted by a huge buzz, that grew exponentially as the opening date approached, fueled of course by our multimedia teaser campaign, including four small space print ads and two billboards, that perfectly tapped into the community mindset. the grand opening VIP party invite, mailed to 342 select community movers and shakers, included a real phone they were encouraged to plug in and use to RSVP— 338 did. Not surprisingly, the invite won a Clio, and the original music package that had the entire community singing, took a Bronze Andy, just behind national giants, Coke and Budweiser. Oh, and the grand opening weekend saw 90,000 people came to the new mall from the surrounding area, 2.5 times the town of Bartlesville’s population!