#USA #Indianapolis #Simon Malls #Simon Outlets #retail experiences

Simon® Launches 'It's a Simon® Thing' National Campaign

In a move that aims to unite the various offerings of Simon® Malls and Premium Outlets under a cohesive identity, Simon has unveiled the national brand campaign titled "It's a Simon® Thing." This campaign emphasizes the pivotal role these shopping destinations play in American culture as community gathering spots, encouraging connections and shared experiences.

An Inviting Return to Community Spaces

This new initiative builds upon the success of the earlier campaign, Meet Me @themall®, which resonated strongly with Generation Z. With over 200 malls and outlets straddling the American landscape, Simon recognizes that these locations are more than just places to shop—they are hubs of social activity where individuals forge friendships, celebrate milestones, and create lasting memories. Lee Sterling, the company's chief marketing officer, encapsulated this sentiment perfectly: "Our Malls and Premium Outlets centers are where life happens... long before social networks, our destinations were places to discover what was new and connect with others."

As Simon seeks to engage both the younger generation and their parents, the campaign is crafted to highlight the evolution of the mall experience through time. Featuring a media-rich approach that incorporates TV, cinema, and digital platforms like Instagram and TikTok, the campaign spotlights the memory-making moments that occur in these spaces. The campaign will showcase a poignant brand film set to the upbeat track "Sweet Disposition" by Lost Frequencies & The Temper Trap, aiming to evoke nostalgia while looking ahead to new discoveries.

The Meaning behind 'It's a Simon® Thing'

At the core of the campaign is a flexible tagline: “It’s a ___ Thing.” This adaptable slogan can morph to encapsulate various experiences and seasons—be it a “Malls Thing,” a “Back-to-School Thing,” or even a “Holiday Thing.” Each variation is designed to highlight the unique experiences that Simon properties offer, reinforcing their status as the go-to destinations for connection and discovery.

This campaign also introduces an element of personalization, allowing individual properties to reflect their unique characteristics while remaining integrated into the broader Simon brand narrative. This ensures that while the overall message remains unified, local flavors and stories are not lost.

Engaging Through Innovation and Community

In addition to traditional advertising channels, the campaign will leverage Simon's new media network to ensure a highly targeted approach based on consumer insights. By harnessing its first-party data, Simon aims to engage shoppers more effectively through high-impact digital displays and experiential events at its malls, enhancing the physical shopping experience.

The campaign not only showcases Simon's commitment to thriving environments but also emphasizes its position as a leader in community engagement in the retail space. By inviting consumers to share their unique stories, Simon aims to transcend transactional relationships and foster deeper community ties.

A Vision for the Future

As the campaign rolls out across varied media, Simon’s focus is on creating spaces where fun and discovery abound—where each visit opens the door to new opportunities and memories. The launch of