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 the integrated 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 also created the free Staten Island Ferry app to provide visitors with updates on NY Harbor’s sights and Empire Outlets’ promotional offers – as well as fun social filters to enhance sharing the experience. Our Staten Island Ambassador team were deployed to greet ferry users, provide directions and guide visitors to download the app.
This human touch reinforced the retail center’s identity as a welcoming destination for all.