A shopping center with “something for everyone” needs to reach a wide audience. Fortunately for Somerset Square in Glastonbury, CT, and owner HB Nitkin Group, a multi-screen advertising campaign from Comcast Spotlight targeted high-income consumers and ensured success was in the bag.
Somerset Square began by creating distinct ads speaking to men and women. The outdoor, town-square style center sought to convince area residents to skip a trip to the mall and take advantage of all the center had to offer, including ample parking and a safe environment. Geographically and demographically targeted television advertising aired on networks like Bravo, CNN, ESPN, Food Network, Lifetime and USA within the areas surrounding the shopping center. Digital advertising on Xfinity.com utilized the same messages in pre-roll video in the same zones, with the added ability to click through to the shopping center’s website to learn about upcoming sales and events.
Somerset Square succeeded in bringing in more customers, as foot traffic increased 15%. That growth also ensured the more than 20 shops and restaurants at the center were very pleased with the campaign.