Martin Williams Unveils ‘Sparkle’ for Mall of America

By Erik Oster 

Martin Williams has unveiled its holiday campaign for Mall of America, focused around a 30-second broadcast spot entitled “Sparkle.”

The spot highlights all the different finds visitors can pick up at Mall of America, with an emphasis on women’s clothing and jewelry. Set to a “modernized” version of “Carol of the Bells,” the spot intersperses shots of models showing off different clothing, jewlery, makeup, etc. with messages like “Always elegant,” “Always stunning,” and “Always festive,” ending with the tagline, “Redefine your holiday.”

A print campaign running in newspapers regionally and nationally in magazines focuses on the message that Mall of America offers “More choices than anywhere else in the nation, all under one roof,” while additional support is provided by six different OOH executions. Additionally, Martin Williams created a Digital Buyers Guide for Mall of America, which will be released on a microsite on Black Friday. The campaign follows a rebranding effort from the agency for the Bloomington, Minnesota retail complex in April.

“The Mall of America has so many options to fit anyone’s need or mood,” said Laura Terry, SVP and chief marketing officer of Martin Williams, in a press release. “No matter what people are looking for, the new holiday television spot reminds them that there is always something new and fun at the mall.”

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