A giant 8 ft. golf ball was made to appear as if it had exploded through a
nearby South Carolina banner.
We constructed an elevated tee box and positioned a mannequin to looknearby South Carolina banner.
like it had hit a giant golf ball through the South Carolina banner. The
result was a very connective experience that ran the length of an entire
corridor at the Fashion Center Mall in Washington D.C.
A waterskiing mannequin was placed in a fountain and
connected (with a towrope) to a boat in a beautiful wall
graphic. The copy on the wall read, “Plan your trip today
at DiscoverSouthCarolina.com.” Additional signage was
placed nearby with South Carolina branding language.
connected (with a towrope) to a boat in a beautiful wall
graphic. The copy on the wall read, “Plan your trip today
at DiscoverSouthCarolina.com.” Additional signage was
placed nearby with South Carolina branding language.
Full sized tarpon replicas were hung
near backlits to create realistic
deep-sea fishing scenes.
near backlits to create realistic
deep-sea fishing scenes.
A 14 ft. die cut of a boy doing a cannonball was suspended in a traditional banner space inside of a rotunda.
The walls of the rotunda were wrapped with water graphics to make it appear as if the boy were leaping into a
beautiful body of water. The words on the rotunda wall read, “South Carolina is made for cannonballs.”
The walls of the rotunda were wrapped with water graphics to make it appear as if the boy were leaping into a
beautiful body of water. The words on the rotunda wall read, “South Carolina is made for cannonballs.”
Escalator walls were wrapped with a
whitewater rafting scene. 3-D cutouts
extended above the wall to add to the
impactful nature of the installations.
whitewater rafting scene. 3-D cutouts
extended above the wall to add to the
impactful nature of the installations.
Miniature planes towing banners were hung in
traditional media spaces.
traditional media spaces.
Giant 18 ft. kites were hung in traditional banner
spaces and connected to mannequins to give the
illusion that the kites were actively being flown
inside the mall.
Each mall featured a South Carolina Vacation Station complete with an interactive
beach ball game, touchscreen kiosks, a brand ambassador and TV screens showing
South Carolina videos.
beach ball game, touchscreen kiosks, a brand ambassador and TV screens showing
South Carolina videos.
Mall Campaign: Discover South Carolina
We put a fresh new twist on templated mall advertising by creating connective and
unexpected South Carolina Made For Vacation scenes. We linked large saltwater
fish replicas to nearby backlit kiosks, a fountain became a water skiing scene
and other unique moments were created featuring giant kites, life-sized parasails,
large beach balls and more. In addition, a show-stopping “Vacation Station” was
strategically placed in each mall. The Stations featured a crowd-pleasing interactive
beach ball game, interactive touch screen kiosks and compelling South Carolina
videos. Each “Vacation Station” was manned by a trained brand ambassador who
answered questions, handed out beach balls, and encouraged interaction with the installation.
The mall campaign helped contribute to an overall year-over-year 168.2% increase inunexpected South Carolina Made For Vacation scenes. We linked large saltwater
fish replicas to nearby backlit kiosks, a fountain became a water skiing scene
and other unique moments were created featuring giant kites, life-sized parasails,
large beach balls and more. In addition, a show-stopping “Vacation Station” was
strategically placed in each mall. The Stations featured a crowd-pleasing interactive
beach ball game, interactive touch screen kiosks and compelling South Carolina
videos. Each “Vacation Station” was manned by a trained brand ambassador who
answered questions, handed out beach balls, and encouraged interaction with the installation.
March web traffic to DiscoverSouthCarolina.com. Year-over-year market web traffic
increased by 21% for Atlanta, 56% for Washington D.C. and 69% for Philadelphia,
while month-over-month market web traffic during the program increased by 90% for
Atlanta, 102% for Washington and 106% for Philadelphia.
