As the Greenbriar Mall approached its 50th Anniversary, its management knew that it needed a highly-visible campaign to celebrate this milestone and continue to engage customers. We eagerly tackled the job – starting by delving into Greenbriar’s roots. We combed through boxes and boxes of old print materials, ads, and records in search of hidden gems and stories from the mall’s half-century history. We also reached out to the community via social media, asking community members to share their most memorable Greenbriar experiences. People responded enthusiastically, telling stories about how the mall had been a formative part of their lives and a cornerstone of the community.
One woman shared how much she cherished the memories of attending fashion shows at the mall with her mom, aunt, and grandmother. Another recalled that she spent her weekends as a teenager hanging out at Greenbriar with her friends. One man reminisced that he and his wife enjoyed dates shopping at Greenbriar as a young couple decades Many people remembered that back in the 80s, the Greenbriar Mall was the place to be discovered if you had a mix tape – and hometown celebrity like TI (who got his start at the Greenbriar Mall) even hosted a surprise pop-up concert at the venue in 2016. The mall was also home to a Magic Johnson Theatres multiplex in the 90s, and it was even home to the first Chick-fil-A location.
We gathered and analyzed all of the memorabilia and feedback to identify the most important aspects of Greenbriar’s half-century-long history. Then, we created a huge timeline wall graphic that showcased the stories and milestones that would resonate most with the community and management. We also enhanced Greenbriar’s existing logo to celebrate the anniversary and created floor graphics, a billboard, postcards, and escalator signage to excite the community and reinforce the Greenbriar brand. A series of anniversary events rounded out the campaign, resulting in a special celebration that was as meaningful as it was successful.