1. LAUREL PARK PLACE
Rolling Out The Red Carpet
The original “What a Find” campaign
focused on Laurel Park Place’s store mix and
the fact that in every photograph the reader
would “find” a piece of merchandise.
VERY MARKETER is always looking for said Cindy Ciura, senior VP of marketing.
E that next bright idea. Inspiration can Laurel Park Place had been running
come from almost anywhere (often from variations on its highly successful “What a
the pages of Retail Ad World, we like to think). Find” campaign for more than two years.
In the case of Laurel Park Place, a small The campaign, which was initially designed
upscale shopping center near Detroit, it was to build awareness of the center and its
a new anchor that was the jumping-off point stores, subsequently segued into the experi-
for an exciting new marketing program. ence one would find at Laurel Park Place.
“When we found out we were getting a The new marketing and advertising
Von Maur, which is very customer oriented, campaign is a follow-up and extension of
[the store is known for rarely-offered services the “What a Find” campaign. “Find the
such as free shipping], we thought, Here we Red Carpet Treatment” specifically
have a new anchor coming into the mall, so capitalizes on the center’s small size, the
wouldn’t it be nice for the mall to take on a warm, intimate shopping experience found
more personal service type of campaign?” there and its dedication to customer service,
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2. LAUREL PARK PLACE
The next phase in the “What a Find” campaign carried the concept to the next level—focusing on the relaxing experience of shopping at
Laurel Park Place—a major competitive advantage that other area centers couldn’t claim.
coupled with its variety of upscale stores, TV, radio, the website and in-center sig- The concept of the Red Carpet treat-
restaurants and services. A new children’s nage and directories. Three-week flights ment has been a hit from the start and is
corner is a special service to meet customers began running on several TV and radio continuing to be aggressively promoted
needs. The center has also created “Club stations the Monday before the Saturday through the year. “The Von Maur launch
Red” a “club” that is open and free to all. It grand opening. A direct mail piece pro- was the most successful in the history of
offers special discounts, advance notice of moting the opening was mailed to the company,” said Derrig. That fact
in-center events and special promotions. 100,000 homes. It was also utilized as a alone (Van Maur has been in business over
The center pulled out all the stops for FSI in the Detroit News and Free Press. 100 years) is testament to the soundness of
the Von Maur grand opening. In addition Holiday was extra special too. the program, but it’s interesting to note
to an appearance by Dean Cain, TV’s Customers were again greeted with the how the Red Carpet has continued to roll
Superman and host of Ripley’s Believe It or red carpet. There was complimentary out. For St. Patrick’s Day, the center did a
Not, and a New York-style fashion show, high tea, coffee and finger food in the spin-off on the red carpet, rolling out the
there were special touches to drive home main court, fresh flowers in the green carpet, which included the oppor-
the special treatment customers could restrooms, and live music all around. But tunity to win a free round trip to Ireland.
expect. “We literally put out red carpet,” the piece de resistance had to be the “white “A large percentage of people who live in
said Patrick Derrig, marketing director. stretch.” “We were able to get free the Livonia area are Irish, so it was just a
“We had valet service, and we converted limousine service during the holidays that natural,” said Derrig. “Livonia is 18 percent
all the flowers in the mall to red.” would pick you up at your home,” said Irish, double the US census of 9 percent.”
News of this special treatment was Derrig. “You just called the concierge Next?
communicated via newspaper, direct mail, desk to schedule an appointment.”
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3. LAUREL PARK PLACE
Direct mail.
The Red Carpet concept communicates the warm, intimate shopping
experience found at Laurel Park Place. The illustrative style and
customer service theme extend to all Laurel Park Place materials,
from advertising and signage to the website and in-center directories.
Website.
“Club Red” allows members to take
advantage of member-only special discounts,
advance notice of in-center events and
special promotions. Its free membership is a
way to build interest and loyalty.
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4. LAUREL PARK PLACE
Direct mail.
Laurel Park Place, Livonia, MI
OWNER/MANAGER:
Schostak Brothers & Company, Southfield, MI
SR VP OF MARKETING: Cindy Ciura
MARKETING DIRECTOR: Patrick Derrig
GENERAL MANAGER: Lenore Clark
MARKETING ASSISTANT: Kelly Stokes
MARKETING ASSISTANT: Lynn Scott
ILLUSTRATOR: Robin Ward
AGENCY: Quill Communications, Royal Oak, MI
Radio
MUSIC UP AND UNDER: Dreamy, enchanted-like (same as TV)
VO: Imagine a place where you’re treated like royalty…where the
red carpet treatment isn’t just a phrase, but a way of life.
Imagine elegant surroundings, an interest-free credit card,
complimentary gift wrapping.
VO: Imagine what it would be like to take advantage of free
shipping in the continental US… and…handsome men carrying
your packages, a limousine to see you home in style…a relaxing
massage after a hard day of shopping.
VO: At Von Maur, these things really do happen…It’s the place
where dreams become reality…
SF: Needle scratching along a record
VO: Well, all except the handsome men carrying your packages,
limo rides and massage…you’re on your own for those.
Announcer (no music): Von Maur, opening October 18 at Laurel
Park Place in Livonia. And be sure to join us on October 18 at
noon and 2 o’clock for two super fashion shows starring
“Superman” Dean Cain, star of Ripley’s Believe It or Not.
Posters and ads communicate the different stores that customers
can “find” at Laurel Park Place.
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