Westfield
Branding a flagship mall
Building a brand around Westfield’s signature California properties—Century City and UTC.
Situation
Westfield is reinventing the future of retail by creating cutting-edge shopping destinations defined by a careful curation of offerings. Two new locations—in Century City and San Diego—reflected the changing nature of Westfield’s global flagship portfolio. The unique mix of fashion retail, food, health, wellness, and fitness at these new centers is designed to fulfill evolving consumer needs—everything from a daily trip to the gym or grocery store to an afternoon shopping and relaxing with friends to a special dinner out. The company needed to craft messaging for the media to reflect how they drove change in shifting their industry paradigm.
Approach
Miller Ink developed a dynamic media kit to preview the launches of the Century City and San Diego locations—and advance the company’s positioning as an innovator in the retail market. The media kit’s high-impact copy and visuals brought to life Westfield’s transformational approach to creating retail destinations and positioned these two properties as dynamic centers that celebrate the best of the Southern California lifestyle.
Impact
The Westfield shopping centers garnered on-message global media coverage of their new retail model, with extensive reporting on the center’s different offerings and creation. The press advanced Westfield’s positioning as a leader defining the future of the retail sector.
