Award: CAMPAIGN CATEGORIES \ C19. Best Retail / Mall Event

Fast up-rising Chongqing’s competition is more severe than tier one cities in China. Chongqing IFS, as a new player, employed destination marketing to position its Camellia Plaza as the new icon that could represent the city’s new passion to the world. 3 dimensions used to sustained visits: 1) influencer marketing to demonstrate usage in the destination; 2) continuous activations to turn the mall into a cultural hub for young affluents; 3) partnership with government to elevate mall’s status & strengthen bonding with people Results: 1,190+ earned media reports, 2.5 million web mentions in Baidu. Traffic growth was over 190%, sales growth of 130%, which was 5 times the market’s average!