Launching of the first retail park in Novi Sad

Assignment

Israeli company BIG Shopping Center recruited the Earth PR for the communication campaign on the occasion of opening their first retail shopping center in Serbia. The assignment was to organize a media campaign, primarily focused on attracting potential tenants of the office space in the new retail center in Novi Sad, and in the second stage of the campaign focusing on informing and attracting future customers and consumers in Novi Sad and Vojvodina.

What we did

In the first phase, we set up and prepared targeted interviews for the CEO of the BIG Shopping Center in Serbia, Mr. Robert Yahav, targeting the business sections of the press and media outlets such as the separate “Money” in the Blic, the national daily newspaper with the highest-circulation, the business daily Pregled, and the monthly publication Business; setting up TV interview on the Profit & Profile TV magazine aired by RTS 2, the national broadcaster, followed by the interview in the RTS 1 Dnevnik, and lastly for the business web portal E-Kapija.

Such strategy placed key information about the benefits of the new concept of office space to the target audiences of the BIG Shopping Centre, and soon resulted in the accomplishment of our client’s business plans to rent the office space to the satisfied tenants who recognized their interest in the new high-quality and inexpensive retail concept.

In the second stage we organized an introductory press conference, in cooperation with the Mayor of Novi Sad, ensuring that the opening of the Centre is attended by several thousands of people from Novi Sad. Parallel to all events, we conducted an integrated campaign on social platforms, along with the advertising campaigns in Novi Sad and across Vojvodina.

Result

 Visits by 90 media teams and 30 TV reports, 12 radio reports, 43 publications in the print media and 45 items in the online media. A total of 130 media coverage.