Out-of-Home media operator, EYE, has been granted the exclusive opportunity to launch a unique and exciting mall domination campaign with Carnival Cruise Lines. The campaign will run in Taubman’s Northlake Mall from May 17th to June 13th. Carnival, a new win for EYE, will serve as the sole advertiser in the mall during this period.
EYE, along with MPG, Arnold Worldwide and Chrysalis, developed the unique mall domination campaign with media options expected to turn heads. Exciting formats for this campaign include a fully wrapped barricade creating a spectacular billboard at eye level and two special full internal elevator wraps which immerse the audience the moment they step in. The mall domination will also include directory advertising, posters, a tower, door decals, and ten airwells. In addition to this special mall execution, Carnival is using wallscapes, radio spots, PR initiatives, and bulletins, as part of their Charlotte campaign. The Carnival Cruise Lines campaign expands outside of Charlotte with full wraps on Trolleys in Charleston, as well as radio spots, PR initiatives, and bulletins in Charleston, Raleigh, and Columbia.
“To announce Carnival’s new port of call in Charleston, SC, we wanted to go big. Carnival is all about Fun for All and All for Fun, so we took over the Northlake Mall with a mix of fun, surprising posters, door decals, elevator wraps, you name it. The idea was to bring the Carnival fun to everyone at the mall, make them smile and brighten their day a bit,” said Roger Baldacci, Executive Creative Director, Arnold Worldwide. “Northlake Mall is a hub of the community so we decided to make the most of the unique mall environment by creating a bold mall domination utilizing every opportunity to advertise from backlit panels and door clings to an eye level, spectacular billboard and internally wrapped elevators, immersing the mall audience the moment they step foot inside. “
EYE’s unique media options will target adults from ages 25 to 54 who have teenage children and bring in an unexpected level of fun to Taubman’s Northlake Mall.