Facing competition from other shopping centers, and well as online shopping, we needed to bring Hawthorne Plaza to the consumer. This marketing campaign started with a direct mail piece promoted Hawthorne Plaza as a destination, as well as special merchant offers to drive traffic to their stores. The direct mail campaign also was re-purposed and designed as the center spread in the Holiday Shopping Guide, which was distributed at the Holiday Mart. The campaign also included a branded 30-second TV campaign.