:: The Bomstein Agency ::

Since its creation in 1964, Congressional Plaza shopping center had become a mainstay in convenience shopping along Rockville Pike in Rockville, MD. Though renovated once in 1981, by 1994, it had lost its luster again and was in need of a facelift. It was also in danger of becoming swallowed up by a sea of strip centers that now dot the landscape on the Pike. Federal Realty put the Plaza through a $17 million renovation with the goal to not only modernize the façade and the retail mix, but to turn Congressional Plaza into a recreational destination for shopping, dining, and simply “hanging out.” They then hired The Bomstein Agency to develop the marketing effort to recreate the brand for this “new” retail-shopping destination.

Strategy:
Orchestrate an advertising campaign that would brand the 30 year old strip center as new, exciting, different and much more upscale. Then to use this awareness strategy as a springboard for a companion campaign that positioned Congressional Plaza as a retail/lifestyle choice for the discretionary shopper.

Tactics:
Research identified three distinct target audiences: upscale families, young couples and females. Our insight came when we found the commonality that they all take shopping very seriously. Some felt it was akin to a sport! The Bomstein Agency developed the “shopper-centric” themeline Why You Shop. Then communicated our theme with this TV and print campaign. To ensure that at least two market segments were addressed in each 30-second TV ad, we produced multiple 15-second spots. The TV campaign ran on a variety of targeted networks and cable channels.

Results:
The campaign was extremely successful in creating strong awareness for Congressional Plaza as a whole and the unique merchant mix. At the time, merchants like Zany Brainy, Tower Records, As Kindred Spirits, The Container Store and Buy Buy Baby were new to the DC market and the customer base expanded greatly to include shoppers from Northern Virginia and other parts of the metro area. Parking areas behind the mall were becoming increasingly filled to capacity, and during holiday and other high traffic times, the crowds became so great, Congressional Plaza introduced valet parking. Today, Congressional Plaza is one of the most successful shopping centers in Federal Realty’s national portfolio. Occupancy, which in the 80’s hovered in the low 70%’s, has maintained 100% since the mid-90’s.