Will They Come Before It’s Built?

duchess county

Duchess County, New York

A developer of large, self-contained shopping malls planned to build a new shopping mall in upstate New York. The area was affluent but with few upscale stores.

The challenge was to lock in upscale anchor stores for the proposed mall before construction began.

The solution was a six minute video promoting the region and its people. We wrote the script. It incorporated morning scenes of the area’s luxury homes shot from a low flying helicopter interspersed with photos of the downtown and interior scenes from a similar mall the developers had constructed in the northeast.

The narration described the area’s affluence and the retail void that the new mall would fill.
The result was a brief yet focused video that brought to life the beauty of the area and described the enormous marketing potential available to upscale retailers.

The presentation was a cornerstone of the developer’s marketing plans for attracting anchor stores for the proposed mall because it described in very specific terms why people would come once it was built.

Comments welcomed!

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About Bob McCarthy

Originally from the Northeast, I now call Southwest Florida home. I have been a professional copywriter and editor since 1979, both freelance and in house. I have had article published in regional, national and international magazines. Plus, a video for which I wrote the script won an industry award as Best Training Video.
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