Tysons Corner Center is one of the nation’s premier shopping destinations, attracting tens of millions of shoppers each year from around the world. When Tysons Corner Center needed a new advertising campaign, they turned to Panzano to come up with a creative solution.
The center’s positioning statement “Where The Stores Are” had been promoted for more than a decade and was well received by the community. Keeping this line in the next evolution of the campaign needed to showcase the major developments at the property while continuing to promote the existing 300 plus retailers and restaurants at the center.
There were many facets to the development including: a new retail wing connecting the mall to a massive outdoor event plaza, as well as a state-of-the-art office tower, high-end residential tower, luxury Hyatt hotel and new Metro stop. The result was a playful campaign with unexpected imagery that combined both the new development and fashion leadership messaging. Headlines such as “Where Your Fashionista Meets Your Pasta Lover” kept the market informed as to what was happening at the center while still promoting a fashion image.