Easton Town Center, in Columbus, Ohio, is considered one of the finest and most successful lifestyle centers in the United States. Since its opening, Easton has set the bar from which others are judged. A partnership between Steiner + Associates, Limited Brands, and The Georgetown Company, the center comprises 1,800,000 square feet of retail development, Easton is known not only for its “hometown” ambiance complete with street parking, fountains, and family entertainment, but also for its tremendous lineup of world-class retail.
As the center developed more of a luxury fashion competency, Easton’s management and marketing team tasked Panzano+Partners to develop a new advertising campaign. One that could maximize the brand equity of the project, while elevating the customer’s perception of the merchandise offerings of the center. Born was the “Luxury by Easton” advertising campaign.
“Luxury by Easton” featured cutting edge fashion shot on the streets of Easton Town Center. In doing so, the team could change merchandising perceptions, without losing the center’s charm. The campaign featured digital, television and print executions, in order to attract a broad, new market. The result was a well-received campaign that focused on Easton’s core competency of dining, luxury and fashion, as well as including a growing new children’s category. The Town Center is now widely regarded as having the finest mix of best-in-class retail in the state.