EMPIRE OUTLETS

The challenge

Situated on the banks of Staten Island, New York’s first outlet shopping destination needed a bold and original launch campaign to quickly establish it as a  premium outdoor shopping and dining center.

Our response

Psychographic modeling created seven shopper personas to ensure our creativity reflected the broad range of target demographics. This insight informed every element of our creative strategy, from casting and styling to the commissioning of fashionista illustrator Holly Nicholls. In addition, this concept was used for a broad digital media campaign and successfully applied to the outlet's website. Its pages have artistically highlighted EO’s offerings, individual stores, restaurants, special events, hours of operations, and tips on best planning and spending time while at the Empire Outlets and on Staten Island.