This Space Reserved
A display of sparkling new cars parked in the aisles of the local shopping mall is nothing new. But Cadillac is putting a fresh spin on an old idea by taking an innovative track at Atlanta’s posh Phipps Plaza.
General Motors’ luxury brand struck a deal with Simon Brand Ventures in July that makes Cadillac the official vehicle of Phipps Plaza. The deal excludes naming rights, but gives the brand a presence in the mall that incorporates its access to day-to-day signage, and special events.
Cadillac is using the mall to showcase its full line of redesigned luxury vehicles, and give consumers a chance to touch, feel and smell (ah, that new car smell!) the cars. On weekends, company reps educate consumers about the Cadillac line, staffing in-mall vehicle displays set up like an auto show. This customer interaction differentiates the program from other mall displays, GM says.
While malls often have reputations as teen hangouts, Cadillac regional marketing manager John Orth said the brand hopes that it will catch the attention of upscale shoppers between 45-52 who might check out Escalades, as well as those in the deep-pocketed 65-70 crowd who may eyeball Devilles.
“Where else can you go to disrupt people’s lives, in a positive way?” Orth asks. “People at the mall can find out about us, and the clientele at Phipps Plaza fits our demographic.”
The plaza’s highly trafficked valet service has been renamed the “Cadillac Valet,” and is supported by exterior promotional signage and a valet team outfitted in custom Cadillac-branded attire. The valet service is free for Cadillac drivers.
The brand will also work with Phipps Plaza retailers on cross-promoting special invite-only events. For example, it would join with a retailer and a restaurant to coordinate an after-hours activity, inviting current Cadillac owners and the retailer’s customers.
When the holiday season arrives, Cadillac will sponsor Santa Claus. It hasn’t been decided if Phipp’s Santa will wear Cadillac gear, or if he will arrive at the mall in an Escalade (rather than a sleigh).
“We’ll let Cadillac play everything out for a couple of months and see how it shapes up,” says Simon Brand Ventures VP-Development Chip Harding. Simon is using Phipps as a test market for additional brand-mall deals. “But we’re all convinced that this will work,” he adds.
No Cadillacs are sold at Phipps Plaza, but brand ambassadors steer interested consumers to Atlanta-area dealerships. Harding says the key measure will be traffic drawn to the dealership.
GMR*Works, General Motors’ media and event planning arm, handles.
