The Galleria Dallas is a premier mixed-use destination for shopping, dining, culture, and entertainment. Anderson Collaborative has worked with the Galleria, BayerMotus, and parent company Trademark Properties since 2020 with efforts centered around the founding and promotion of several recurring experiential exhibit/event series.
These events have included Santaland, SNOWDAY, and POP! as well as spin off events/exhibits at the Galleria & other Trademark Properties such as Bridgewater Commons in New Jersey. We continue to serve as their agency on retainer and utilize a variety of 360 marketing tactics to drive awareness, ticket sales, and foot traffic to the mall and these exhibits.
As a result of our combined joint efforts, the Galleria Dallas brought home Three 2022 Innovating Commerce Serving Communities MAXI Awards. Two of which for SNOWDAY/SANTALAND, & POP.
“Galleria Dallas was awarded a Gold award for Experiential Marketing for POP! In Summer 2021, customers were suffering from COVID fatigue and were still unsure about entering buildings. In recognition of the importance of using experiential marketing to grow and sustain consumer engagement, Galleria Dallas sourced a cadre of local theatrical artists (unemployed due to the pandemic) to create an Instagram playground experience, POP!, to increase involvement with the North Texas consumer, drive traffic and revenue, and further the digital and social presence of the center. POP! became a market differentiator driving key demographics into the center for new and repeat visits.
The center also received a Silver award in the Revenue category for Santaland and SNOWDAY. In Dallas/Fort Worth’s competitive shopping arena, creating a compelling holiday experience is critical. To stand out among over 30 Santa encounters, Galleria Dallas developed a partnership with a team of local creatives to present the most innovative Santa experience in the region. Santaland and SNOWDAY were two immersive attractions under one roof that made the Santa visit a revenue-producing event for all ages. The six-week event drove substantial revenue to the center and was an impactful sales driver. It drew customers from outlying regions and enhanced the center’s media presence. Further, the center’s investment is poised to result in even greater returns for the coming two-year cycle.”
– Trademark Properties
