How do you market three major retail, dining and hotel destinations - located on a busy downtown corner - in an easily understood, easily promoted and unified campaign? Sounds complex. The answers can be found in The Bellevue Collection and Snowflake Lane, two programs launched this holiday season for Kemper Development Company in downtown Bellevue, WA.
Combined the three properties - Bellevue Square, Bellevue Place and Lincoln Square - offer nearly 250 retail stores, 18 sit-down restaurants, a 16-screen upscale movie cinema, 10,000 free retail parking spaces, plus 700 hotel rooms in two luxury hotels: Hyatt Regency Bellevue and The Westin Bellevue.
The initial challenge was to name this new destination. The second, how to attract people to experience everything it has to offer. Kendall Ross answered these challenges through branding efforts that creatively link three distinct properties under a single brand: The Bellevue Collection. The new entity was then promoted through a new holiday event, Snowflake Lane.
Read the full article, as featured in "Jones Report Plus" - March, 2006
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.
|
 |
|
Download this article and related materials as a PDF |
|
