Galleria Dallas.case studyAs the iconic shopping center approached its 30th anniversary, the timing was right to move the Galleria brand in a new and different direction. Having always been positioned as purely a luxury retail destination, the offerings of Galleria retail no longer aligned with the brand. In addition, two locally owned competitive properties had secured more solid footing in the luxury brands arena, leaving Galleria Dallas’ positioning confusing and incomplete.
The solution involved creating a re-imaged brand that spoke to the property’s true value in the marketplace. As the Northern suburbs had expanded and demographics shifted, Galleria Dallas sat at the epicenter of greater Dallas, offering shops and services for a wide host of eclectic shoppers. Expanding the appeal to a larger metroplex, while redefining the boundaries of the city that shared its name. the new “We are Dallas” campaign celebrated what it means to be a true Dallas-ite through an “oh so Dallas” sassy and sophisticated tone. Without denying its luxury history and offerings, “We are Dallas” illustrated that the new Galleria Dallas was that, and so much more. I developed and led the brand strategy. I oversaw all brand execution, I liaised with Galleria Dallas' local public relations and event firms to assure a multi-disciplined, cohesive brand presence and adherence. I managed all client relations. I supervised creative, account services, digital and media support teams in the Denver COHN home office. I worked with local philanthropic organizations to foster brand ambassadorship with key stakeholders. |
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