How Empire Outlets welcomes everyone

The real-world and online initiatives that brought hundreds of thousands of shoppers to Staten Island

During its opening weeks in spring 2019, Empire Outlets, New York City’s first outlet retail center, drew hundreds of thousands of visitors. AKA was proud to design and implement a marketing and advertising campaign that positioned EO as an international lifestyle brand on the banks of Staten Island. 

Concentrating our efforts around the Staten Island Ferry, AKA targeted two audience segments – local Staten Islanders and domestic and international tourists.  Along with securing a broad array of out-of-home media, we deployed Staten Island Ambassadors to greet ferry users. The ambassadors not only provided directions and information, but also helped visitors download the free Staten Island Ferry app, built by AKA to provide updates on both New York Harbor’s sights and Empire Outlets’ promotional offers. This human touch reinforced the retail center’s identity as a welcoming destination for all.