General Motors was pleased enough with Cadillac’s year-old sponsorship of the Phipps Plaza shopping mall in Atlanta that it renewed that deal and added a new one—this time aligning Cadillac Hummer and Saab with the Town Center at Boca Raton.
Alex Walsh Florida zone manager-premium brands told Buzz the company generated more than 10 000 lead opportunities during the last year at Phipps and “we had a tremendous amount of consumer interest in our products.” Adding the Hummer and Saab marques to the mix in the new deal he said is designed to remind consumers that those brands also are part of the GM family.
Both deals include in-mall vehicle displays and GM provides free valet parking to shoppers who drive the sponsoring brands. With the Boca deal Walsh said the automaker plans to “leverage the mall’s strengths a little more ” by inviting customers and prospects to mall events and running promotional tie-ins with mall retailers. Both properties are operated by Simon Property Group.
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