Innovative Print and Digital Campaign Showcases NYC’s First and Only Outlet Center
BFC Partners, developer of New York City’s first outlet center, Empire Outlets, today announced that the International Council of Shopping Centers (ICSC) has named the company’s leasing marketing program a 2014 U.S. MAXI Award winner, earning silver in the Business-to-Business category for its Empire Outlets campaign. Winners were revealed at the ICSC RECon Conference on May 18th, 2014, in Las Vegas. Photo Credit: SHoP Architects PC
Through a unique and captivating combination of audio/visual, print and digital marketing, the Empire Outlets leasing and marketing program capitalized on the fact that Empire Outlets will be New York City’s only outlet center, positioning the one-million-square-foot development as the new “fashion center” of the five boroughs.
Designed as a resource for prospective tenants and industry professionals, the multi-pronged campaign included:
- A bold leasing brochure with a high-fashion aesthetic, showcasing statistics and the power of Empire Outlet’s waterfront location;
- Dynamic signage for the on-site sales center, featuring renderings and images of the surrounding entertainment complex;
- A branded video brochure for tenant audiences at both ICSC in Las Vegas and the MAPIC: International Retail Property Market conference in Europe;
- Four, full-color leasing print ads in industry magazines;
- A state of-the-art leasing website, www.empireoutletsnyc.com
- Custom e-mail marketing with key updates, project milestones and invitations to exclusive preview events
“We are honored, humbled and extremely grateful to be recognized by the ICSC for our transformative project on Staten Island’s North Shore, which will be an exciting addition to New York City’s diverse and dynamic retail landscape,” said Joseph Ferrara, a partner with Don Capoccia and Brandon Baron at BFC Partners, Empire Outlet’s developer. “We have received an incredible amount of interest from retailers around the globe and look forward to major leasing announcements later this year.”
The 2014 ICSC MAXI Awards recognize innovative events, programs and technology that add value to shopping centers and companies across the United States. Categories run the gamut from advertising, NOI enhancements, marketing/sponsorships to social media.
About BFC Partners
For the past 25 years, Brooklyn-based BFC Partners has been responsible for the acquisition, development, financing, construction, marketing and management of many of New York City’s finest residential, office and mixed-use projects. Since the firm’s inception in the 1985, BFC and its principals have completed over $1 billion in development projects, encompassing the construction of more than 5,000 residential units and millions of square feet of mixed-use development.
About Empire Outlets
BFC Partners’ Empire Outlets will be an approximately 340,000 square foot retail complex, comprised of up to 125 designer outlet retailers and a variety of restaurants and cafes. Plans also include a 200-room, 130,000-square-foot hotel, and a 20,000-square-foot banquet facility that will provide extraordinary views of the Manhattan skyline. BFC Partners will also build a 1,250-space structured parking garage below the retail and hotel components to accommodate commuters and tourists alike. Construction is expected to begin in the winter of 2014 and be completed in 2016. Designed by SHoP Architects, Empire Outlets will feature expansive open corridors to the water and contemporary materials reflective of the industrial waterfront. Celebratory vertical circulation elements such as grand staircases, elevators, and streamlined escalators will guide shoppers as they move from the waterfront up to Richmond Terrace, creating a dynamic and easily navigated pedestrian experience.
For more information about Empire Outlets, please visit: www.empireoutletsnyc.com and www.BFCNYC.com.