SEATTLE - September 29, 2005 - The Challenge: How do you market three major retail, dining and hotel destinations, located on the busiest corner in downtown Bellevue, in an easy to understand and easy to promote campaign? Enter The Bellevue Collection.
Kemper Development Company (KDC), the developer and manager of Lincoln Square (opening November 1, 2005), Bellevue Square and Bellevue Place, is doing just that with the launch of a major six state advertising campaign to drive holiday sales. The campaign links the three properties under one newly developed brand, The Bellevue Collection.
"We know from past history that marketing our holiday seasonal shopping trips to Bellevue Square in Eastern Washington is successful," says Jennifer Leavitt, vice president of marketing, KDC. "Adding Lincoln Square and Bellevue Place gives us a much more attractive destination for one-stop holiday shopping, dining, entertainment and weekend getaways. Reinforcing the three properties under the umbrella name of The Bellevue Collection allows us to highlight the wonderful collection of offerings now available in the heart of downtown Bellevue."
Combined, the three properties, will offer 250 retail stores, 18 sit down restaurants, 16 screen upscale movie theaters, 10,000 free retail parking spaces, plus 700 hotel rooms in two luxury hotels: Hyatt Regency Bellevue and The Westin Bellevue.
The campaign was designed by Kendall Ross Brand Development & Design, a leading Seattle-based retail-branding firm. Experts in building brand, Kendall Ross set out to define the essence of the three properties. "Enhancing the spirit of the property and capturing the unique shopping experience it represents was at the forefront of our minds during the creative process," added Tim Ross, principal at Kendall Ross. "The overall design strategy works to integrate the multiple properties into one unified destination while still keeping each properties unique attributes."
The campaign will have an extensive regional reach - focusing on print and radio campaigns, and will include regional magazines, newspaper and radio. First ads appear in October magazines and will continue throughout the holiday season. The Bellevue Collection brand will also appear throughout other marketing materials for the individual properties, including online on individual property Web sites, direct mail, signage, on-site maps, parking maps, directories, shopping bags and gift certificates.
"Holiday is the perfect time to launch this campaign," says Leavitt. "We wanted to create an atmosphere where people can establish holiday traditions and want to come back again and again throughout the year." Following the holiday season, KDC will continue to market The Bellevue Collection during other key selling seasons, such as major events, spring fashion shopping, back-to-school and fall fashion shopping. "People in rural areas and smaller cities in the six state region want choices and great shopping experiences. To get that, they often need to travel. This campaign points out the features that make coming to The Bellevue Collection that best choice."
When looking at marketing three properties, each with different names, under one umbrella campaign, Leavitt explains, "It made sense to put a name to that and begin marketing them together as a destination where you can do it all right in the heart of a lively urban center. This campaign, we believe, is also the right direction for downtown Bellevue. Our properties, although substantial, do not stand on their own. We are all more successful because of the retail, office, and residential growth in the downtown core."
Parking Flow
Additionally, the campaign will include driving and parking information to guide traffic flow to The Bellevue Collection. "The Right Way to Go" is a sub-campaign designed to educate drivers to take the NE 4th exit off of I-405 and then take right turns around Bellevue Square and The Bellevue Collection properties. "If people take this route, they will have easy right turns and be positioned in the right direction to the most parking entrances. Just go clockwise around the properties and traffic and parking is easy."
Additionally, with the opening of additional underground parking in Lincoln Square, The Bellevue Collection will have an unprecedented 10,000 free parking spaces for retail customers while shopping, dining or visiting the theater, including at Bellevue Place, which is now open for shoppers on weekends and evenings as well as daytime hours. "Park once and shop at one of the best collection of stores in the country, then stay and enjoy a meal and entertainment all evening long," says Leavitt. "All of this free parking makes shopping a breeze and is a huge benefit to our customers."
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To learn more about this project, or any of our featured work, contact our client development team via email or call +1 206.262.0540.
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