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

Galleria Malls, Trademark Properties
Experiential Events
Marketing Consultation, Strategic Planning, Full Service Media Planning & Buying, Photo & Video Production, Creative Design, Public Relations, Market Research, Programmatic Display Advertising, Reporting & Analytics, Conversion Rate Optimization, 360 Growth Marketing & Advertising Services


For SNOWDAY/SANTALAND we utilized a combination of traditional/digital advertising & marketing strategies to drive ticket sales, local awareness, and location visits.

Our website design for the exhibit received an award from DesignRush and was featured in their article, “10 Best Community Website Designs That Bring People Together.”

Our public relations efforts & press release distributions in collaboration with BayerMotus netted them a large amount of news/mainstream media mentions.

Meanwhile, our digital advertising strategy over the course of the last 3 years has provided consistent 5x+ returns. In 2021, our paid media efforts culminated in $626,130 in revenue from last-click attribution.

Furthermore, our out-of-home advertising strategy has produced great awareness for the brand with both digital/static billboards lining the tollway that leads directly to the Galleria Mall.

Commercial Production | SNOWDAY/SANTALAND @ GALLERIA DALLAS | 30 Second Spot | Creative Director & Producer: Nick Williamson

“Tinsel In Lockdown” | SNOWDAY 2021 | Galleria Dallas | 30 Second Spot

  • 18.5 Million + Impressions In 2021
  • 132% Increase In “Photos w Santa” Sales
  • 41,168 Ticket Sales Generated
  • 3.2 Million+ Social Media Engagements


The Galleria’s summer exhibit, POP! (also at Bridgewater Commons) comes from the same creators as SNOWDAY, BayerMotus. Anderson Collaborative’s media buying and planning team as well as our public relations team (headed up by publicist Kristen Skladd) lead the charge for customer acquisition. Our press release was picked up by 100+ mainstream outlets and ten or so news stations came to film on location. Our digital paid media produced 160k clicks, 6 million impressions, 15k shares, and a 5x overall ROAS with just $50k spent. Our out-of-home efforts included digital billboards along the toll road on the way to the galleria.

Paid Social Content Used On TikTok & Instagram

Billboard design