The Mall of America is one of the world’s most-visited tourist attractions. It has over 520 stores, more than 50 restaurants, and the largest indoor amusement park in the country. We noticed, though, that people often found the scale of the Mall of America to be intimidating. Daunting, even. And that kept them away. But what if scale didn’t have to be intimidating? So we repositioned the Mall of America as the anti-mall. It’s not just a place to shop, it’s a customizable collection of awesome, with enough under one roof to be a perfect experience for everyone who walks through the doors.
“"This campaign is finding new ways to evolve and redefine what our entertainment and retail complex is to more than 42 million guests a year."”