CASE STUDY
Developers Diversified Realty - Puerto Rico (Strategy + Branding)
Revamping Marketing/PR strategy for Puerto Rico portfolio of 15 malls and shopping centers.
STRATEGY + BRANDING
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Cohn Marketing proposed that Developers Diversified Realty bring all centers together under a single brand, ISLA. Cohn Marketing presented a case for re-thinking the entire brand development program for all 15 centers in Puerto Rico, with a focus on the gift card message through a brand-driven advertising, promotional and PR campaign. The primary efforts were placed on educating island consumer that the centers were connected and repositioning the Gift Card as a "gift."
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