Macerich Shopping Centers and Fashion Outlets partnered with British Airways and Experience Scottsdale to promote shopping in Arizona to the trade through a multi-channel campaign. In 2017, National Travel and Tourism Office at US Department of Commerce reported that shopping is the number 1 activity the UK market engage in at 85.7%. Which is 2.6% ahead of the activity sightseeing, which is the 2nd most popular activity. Therefore, the aim was to bring Macerich Shopping Centers and Fashion Outlets to the forefront of the trades mind, whilst highlighting BA’s route to Arizona.
Macerich Shopping Centers and Fashion Outlets strategically invited a mix of agents and product managers to Arizona for a pre-Christmas shopping trip in December. The aim was to recruit for the FAM via marketing activity. The activity included increasing Arizona product, creating a special offer to Arizona with BA, adding a Macerich Tourism video and content to the website with social media. Activity also included tour operators sending out Macerich Tourism visitor saving vouchers to consumers. The marketing will be in kind for a FAM trip place. Whilst agents have to enter a competition and take the discovery program badge.
With British Airways as the airline partner, supporting the campaign and providing 8 business class seats to Arizona. The campaign attracted the 3 tour operators below who provided a variety of marketing activities.
America as you like it
Experience Scottsdale, created a great FAM trip itinerary, highlights below:
• Hotel stay: Andaz Scottsdale Resort & Spa
• Customized shopping experience: At Scottsdale Fashion Square and Kierland Commons
• Dining: Hyatt Hotels, Old Town and Kierland Commons
• Outdoor adventure: Hiking, Hot Air Balloon and ATV tour
• Outdoor activities: Old Town Tour – Walking and golf cart