Situation:
After Grand Opening fervor died down, the populace was confused. Research showed that though people had heard of CityPlace, it was not yet top-of-mind for shopping, dining or entertainment. The assignment was to position CityPlace as different from a traditional mall; create an image of a true city where different people come at different times for different purposes.

Solution:
A series of magazine ads and 15 second television commercials demonstrated the many different appeals of CityPlace. Two 15 second spots were combined to create a 30 second spot which allowed for two completely different CityPlace experiences to be illustrated every time.

Results:
During the time the campaign ran, visits by West Palm Beach residents increased from 45% of 60%, and awareness of CityPlace more than doubled. The campaign succeeded in selling the full shopping, dining and entertainment experience. CityPlace had become a top South Florida attraction.