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Shopping In America Holiday Survey
National Media Campaign

The Macerich Company, national mall owner/operator, launched the Shopping in America program in December 2003 to provide quality research on consumer shopping trends. Lovell Public Relations (LPR) worked closely with Macerich and survey agent August Partners to develop and promote surveys for key shopping seasons, gauging shoppers’ opinions on issues ranging from anticipated spending to hot fashion. LPR’s media relations strategy paid off during the first two years of the award-winning campaign, building credibility for the program brand and Macerich while competing with larger surveys as a “go-to” authority in consumer shopping practices and the retail industry.

Position Macerich as an authority on retail shopping trends.
Generate valuable research on consumers, providing a roadmap for shaping marketing plans, retail mix and other key business elements.
Yield insightful retail findings to media, while creatively competing for attention among more established national surveys.
Created a series of shopper intercept surveys for the Christmas/holiday, Valentine’s Day, spring, back-to-school and Halloween seasons, with thousands of shoppers participating in each survey, conducted in shopping centers nationwide.
Established a pilot retailer suvey.
Created and implemented a media campaign that included targeted pitching, national wire distributions, satellite news feeds, an online news conference, and a media tour to top-market TV morning shows. Announcements were tailored to a variety of print, broadcast and electronic media.
Launched www.ShoppinginAmerica.biz.
Distributed survey results as an internal resource for executives and mall teams.
Established the Shopping in America brand -- garnering over a half billion (500 million) media impressions in the first two years.
Increased company media coverage by 84 percent, compared to typical per-month hits
Competed with established industry surveys through more than 1,000 placements in national and top market publications such as Newsweek, BusinessWeek, Real Simple, People, Women’s Wear Daily, Adweek, Brandweek, USA Today, Wall Street Journal, Los Angeles Times, Washington Post, New York Post, Chicago Tribune, and Houston Chronicle.
Obtained national TV/radio coverage with CNN Headline News, CNN, CNBC, MSNBC, FOX News Channel, CNN En Espanol, CBS Marketwatch, and Wall Street Journal Radio.
Garnered placements by top news services including AP, UPI, Reuters, Scripps Howard, Knight Ridder, Cox, and Gannett.
Honored by the International Council of Shopping Centers with a 2005 MAXI Merit Award.
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Shopping In America survey results showed the way for shopping trends in publications across the country.