Huey/Paprocki Promotes Mall Properties

ATLANTA Huey/Paprocki has launched two new television ads for CBL & Associates Properties, one of the South’s major owners and operators of shopping malls, the agency said.

The two 30-second spots from the independent Atlanta shop began airing this week on cable and broadcast channels throughout the 28-state region where the Chattanooga, Tenn.-based company has its 70 malls. Each ad ends with the identification of the local mall. Marketers at each of the retail complexes decide where to place the ads.

In one of the spots, called “Excited,” parents wake their son early Christmas morning by jumping on his bed and urging him to get up and open presents. The ad ends with the statement, “For gifts that are as much fun to give as they are to receive.”

In the other commercial, called “Chatterbox,” a young girl tells everyone she meets what is on her wish list for Christmas. The ad ends with the statement, “They know what they want this holiday season and we know where to find it.”

The campaign includes print advertising inside the malls and in local newspapers in each of the markets. Radio ads are also playing in each of the markets.

“These new holiday television spots build on CBL’s marketing strategy as the dominant retail destination in a market area,” said Barb Ivankovich, vice president of corporate relations and marketing for the company.