The Moreno Valley Mall management and its owners, The IGP Business Group, have spent the last year conducting consumer research and observing the shopping habits and desires of their loyal shoppers. The culmination of this market research has become the foundation for the new market strategy propelling a total rebrand of the mall, including a new logo, tagline, overall communication image and messaging. General Manager, Tracie Plefka stated, “Our research revealed that many small business owners within the mall were actually born and raised or long-time residents of Moreno Valley, and many Moreno Valley residents are employed by the mall’s stores and entertainment tenants.” It was this discovery, along with the customer’s general love for their local area that helped create the community feel for the mall’s new rebranding initiative—The Love Campaign. The campaign leveraged the attributes that shoppers loved most about the mall experience, including the wide selection of shopping, store mix, food, entertainment, sense of community and events.
“This campaign has a lot of heart and has been artfully incorporated into the mall’s new logo and throughout the entire brand. The new logo literally has a heart built right into the design. And our new tagline, “The Mall That Has It All,” communicates the vast scope of experiences we have to offer beyond shopping,” said Plefka.
A soft launch of The Love Campaign was unveiled in late October for the holiday season with holiday heart themed images and headlines like, “Holiday Treats You Love,” with a heart-shaped candy cane image, “Sparkly Things You Love,” with heart-shaped jewelry and “Holiday Happenings You Love,” with heart-shaped Christmas gift boxes. During the first quarter of 2019, the entire Love Campaign will rollout with more than 15 heartfelt themed attributes to carry the mall’s tagline and messages emphasizing what customers “LOVE” most about Moreno Valley Mall. Headlines will include, “Shopping You Love!” “Deals You Love!” “Food You Love!” “Entertainment You Love!”— each utilizing heart-shaped imagery throughout the visuals.”
Plefka shared her excitement to launch The Love Campaign and plans to connect long-time local partnerships promoting community events within the mall under the theme, “Community Partnerships We Love.” An additional component of the campaign will include interior wall-murals showcasing local, historical elements of the Moreno Valley prominently featuring the iconic desert burros, which are indigenous and beloved to the area. “And to further incorporate the burros into our overall brand, we will be bringing them to life when we release our oversized, walk-about Burro Mascots, “Mo and Val Burro”—whom will be introduced in the coming months,” said Plefka, “This area has a large family demographic and we feel the children are going to fall in love with these adorable burro characters and will want to return often to interact and get photos taken with them. This will extend into our social media campaign efforts.”
Located in Moreno Valley, California, The Moreno Valley Mall opened in 1992 and is owned and operated by The IGP Business Group.
