• We continued to add diverse and sophisticated restaurants across our portfolio, executing 47 new restaurant deals and opening 38 restaurants in 2024, with an additional 100 in the pipeline. • We added interactive entertainment operators, including CAMP, Gametime Lanes & Entertainment, Immersive Gamebox, Puttshack, and Round1, to enhance the experience offered at our properties.
• We launched a national advertising campaign, “Meet Me @themall,™” targeting both Gen Z and Moms and effectively tapped into the mall’s iconic place in American culture, while also addressing the need for togetherness and social connection. The campaign generated noticeable and consistent lifts in shopper traffic and sales, strong return on ad spend, favorable cost per incremental visit, and increased brand awareness among Gen Z and Millennials. • Creating engaging customer experiences is also a key focus of our marketing strategy. Shoppers joined us for over 3,500 targeted, traffic-driving events, including back-to-school and holiday activations, concerts, movie nights, fashion shows and more. These events extend shopping dwell times and drive traffic. A highlight was our third annual National Outlet Shopping Day™ (we created), which drove
3.3 million shopper visits. More than 470 retailer brands participated, offering 6,000 unique offers and experiences. • We increased our focus on reaching our shoppers through digital media, which resulted in an increase of our email database to 23 million and growth of our total social following to 8 million. We launched on TikTok with a national @themall™ and fifty local center handles, which generated millions of engagements and 250,000 followers. • Our paid media investments, including local campaigns around major regional events including Super Bowl, Formula 1 and South- by-Southwest as well as a national connected television campaign, generated over 1 billion video views, 3.5 billion impressions, 12 million clicks to Simon websites and 6 million engagements.
MARKETING • Our marketing efforts drive
awareness, traffic and sales for our centers and brands through high-impact storytelling, amplified across paid, owned and earned media. A refreshed creative approach leveraging custom property photography and video, coupled with extensive use of short form social video, effectively showcased the fun and in-real-life experience at our centers.
Through our “Meet Me @themall” campaign, we captured both Gen Z and Mom’s love for the mall with a simple invitation to meet up and enjoy everything that is special about the in-real-life shopping experience. Pictured here are the social media influencers from the ad’s hero spot.
VI Simon Property Group
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