Huey/Paprocki Promotes CBL Shopping Malls

ATLANTA Huey/Paprocki is set to launch its latest work for CBL Properties that includes three television commercials, the shop said.

The independent Atlanta shop, which won the estimated $10 million business in October, is focusing on creating a cohesive corporate image message targeting investors, consumers and retailers. H/P said it has developed print, television and radio advertising for the Chattanooga, Tenn.-based client.

Three broadcast ads, titled “Boyfriend,” “Morning Run” and “Window,” use humor to illustrate how mall shopping is a unique experience. Danielle Bryson, senior account executive at H/P, said that the campaign focuses on “human truths and gives consumers reasons to get back to shopping at the mall.”

The spots are currently running on local network affiliates in markets where CBL’s malls are located, according to Bryson. Collateral work features individual properties, and radio advertising is still in development, she said.

CBL owns and operates more than 60 regional shopping malls in locations such as Douglasville, Ga; Chattanooga; Huntsville, Ala.; Cincinnati; Rockford, Ill.; and Lexington, Ky.

Campaign spending was not disclosed.