Aiming to promote the whole new look of the mall and to achieve high awareness of PLOVDIV PLAZA and our identity, we employed an unusual and provocative approach – we gave the opportunity to Plovdiv people to choose the name of the mall with their vote. We were very impressed to … 3700 people joined the vote for a period of three months. They had the opportunity to suggest a name of their own or to vote for already suggested names by other people before them at a specially developed website for the purpose – www.nameyourmall.bg. The winner of the tombola game visited Paris at our expenses.

This flying start in the positioning of PLOVDIV PLAZA as a modern, amusing and close to people gave a path to the whole preopening communication campaign, which is currently active.Main accent along with the new image of the mall is the news about the new brands coming to Plovdiv. The campaign is targeting Plovdiv and wide range region, but is also run as a national image campaign.

To provoke interest and expectation, we started an outdoor campaign in August within an evolving concept in several stages. We ensured good coverage via billboards, scrollers and city lights in Plovdiv and billboards and mega boards along Thrakia Highway and the incoming arteries to the city. The first stage was a teaser campaign revealing attractive designs and messages, i.e. “Something new is going to happen”, “Something modern is going to happen”, “Something big will happen”, ‘Something amusing will happen”.

The second stage of the campaign- currently active – is more intense, combining some design elements from the teaser campaign, but now with added logo, slogan and the new symbolic façade of PLOVDIV PLAZA. Additionally this stage is supported by simple and clear design versions aiming to create awareness of the new brand PLOVDIV PLAZA.

Having reached high awareness and the public’s provoked interest, curiosity and demand, in the third stage of the campaign we will reveal the trading center opening date.

In favor of reaching greater number of potential visitors of the trade center and to create an emotion, the outdoor campaign is supported by a radio campaign – mixed selection of regional radio stations covering wide target audience. The radio spots follow the outdoor campaign stages, gradually revealing the news and the benefits of PLOVDIV PLAZA.

The internet campaignis active within the leading regional websites and is also following the stages set in the communication strategy. Here, as well as in all other channels, the intensity is gradually growing and reaching its peak before the opening.

Our webpagewill also soon be available online as we are actively working on it. Besides the active promotions, news and events, it will contain a stores section. In this regard we need your cooperation and kindly remind you to send your store information - brands presented in the store, logo (JPEG format, 300x300px), and short text in Bulgarian and English languages.

Last, but not least – the social media campaign. Social media are part of our lives and we are actively managing our audience in our Facebook Page and in Instagram. For less than two months our page reached 12 000 fans, and the people reached only for the last 4 weeks are more than 360 000.

The advertising campaign is run within close media relations. The first press release had reached an impressive coverage in close to 20 articles in regional and national online media. It announced the future opening of PLOVDIV PLAZA, the attractions and some of the stores and their brands entering the mall. The forthcoming press releases will reveal more brands, places and attractions as well as the long-awaited grand opening date.