The Scoop

Simon charged BRAVE PR with establishing awareness and exposure throughout the Montgomery County, Maryland and greater Washington, D.C. communities for the Grand Opening of Clarksburg Premium Outlets.

The Challenge

  • Introduce Clarksburg Premium Outlets to the community and avoid the perception of the new center “cannibalizing” nearby Simon Premium Outlet centers in surrounding markets.
  • The opening took place one week before Election Day, 2016 in the D.C. market, so pitching press was sensitive and securing onsite media was touch-and-go.
  • Clarksburg Premium Outlets was over an hour from most D.C. broadcast stations, and many were hesitant to make the drive.

The Campaign

Clarksburg Premium Outlets – an upscale shopping experience featuring a variety of sought-after outlet retail, all with enormous every day savings of 25-65 percent.

  • Grand Opening media campaign including detailed market research and carefully messaged outreach to local broadcast stations, print and online publications.
  • Tailored press materials and talking points including prominent verbiage highlighting the center’s must-see, one-of-a-kind shopping opportunities from sought-after outlet retail brands such as All Saints, Ermenegildo Zegna, Saks Fifth Avenue OFF 5th, Tory Burch, UGG® Australia and more.
  • Simon Premium Outlets CEO Stephen Yalof as spokesperson to discuss the retail industry, consumer confidence and unique attributes of luxury centers at a particularly poignant time in the American news cycle.

The Results

  • More than 570 media placements, resulting in nearly 500 million impressions and nearly $800,000 in media value.
  • Established strong relationships with greater Washington D.C. press channels.
  • In the fall of 2016, Clarksburg Premium Outlets opened its doors to the Washington, D.C. trade area. It was termed the most successful opening in the history of the Simon portfolio.