In a bid to connect with New York transplants living in South Florida and to celebrate the grand opening of its new location in Boca Raton’s Mizner Park, the retailer Lord & Taylor brought a taste of New York City to mall patrons there.
An authentic Nuts4Nuts cart and a pretzel cart that served attendees all day long, and a yellow New York City taxicab set the scene outside of the mall. Attendees were encouraged to take photos with the cab and upload it to Instagram for a chance to win a $500 gift card in a random drawing. The experience drew more than 3,000 consumers.
“The New York City theme was part of a marketing campaign that offered a love letter to Boca Raton,” Margie Kupfer, vp of marketing at Lord & Taylor, told Buzz. “The idea was to continue to bring excitement to Mizner Park and bring brand awareness and drive traffic to the store in a fun and interactive way.” Agency: The Michael Alan Group, New York City.