Real estate investment trust and JCPenney owner Simon Property Group is launching a new nationwide campaign to highlight the shopping mall’s continuing cachet as a go-to destination for consumers across generations in the United States.
Dubbed “Meet Me @themall,” the campaign blends ’80s and ’90s nostalgia with a focus on a new generation of consumers who want to shop, eat, stay and play at the mall as much as their parents did. It blends Gen Z’s love for shopping and things retro to make the case of enduring mall relevance. The campaign is running on premium streaming services, such as Netflix, Peacock, Hulu and Disney +, as well as on Instagram, TikTok, YouTube, Simon’s own media channels and in Simon shopping centers throughout the country.
Despite a reputation for being constantly online, 97% of Gen Z survey respondents said they shop at brick-and-mortar stores, according to a 2023 report from the ICSC, formerly the International Council of Shopping Centers.
The campaign ads are the initial basis of a broader campaign that headlines creator content to generate enthusiasm among Gen Zers and their parents who can find new connections and experiences at the mall. Simon is partnering with more than 250 creators and influencers, including the stars of the ad’s hero spot including Alejandro Rosario, The Pitman Sisters, Gym Tan, Mya Miller, Preshous Jordan and Dan Pelosi.
As part of the company’s comprehensive strategy to celebrate mall culture, strengthen customer connections and promote visits, Simon also has launched @themall social channels on TikTok and Instagram.
“The mall is a touchstone of the American cultural experience, one with remarkable staying power,” said Lee Sterling, Simon’s chief marketing officer. “Celebrating the spirit of meetups in the food court, memories made with friends and coming-of-age moments, this new campaign is Simon’s invitation for everyone to gather in a place that has always brought joy, community and memorable experiences.”
