"The SCENE" GGP Mall Tour

Grand Central Marketing has been bringing promotional events to General Growth Properties' (GGP) malls for many years and in 2005 GGP hired the agency to produce the company's flagship teen marketing tour, "The SCENE."

This year's back-to-school tour included ten sponsors each with their own interactive scene. The tour traveled to 12 malls around the country, making a stop every Saturday from July through October, 2005. Teens were treated to five hours of non-stop entertainment that included a meet-and-greet with cast members from The N's popular TV show Degrassi; fashion and beauty makeovers in the CosmoGIRL! lounge and boutique; a driving skills test sponsored by Ford; and performances by Mountain Dew's BMX bike team. Attendees received gift bags, autographs, special offers and product samples as they visited each sponsor's area.

More than 50,000 teenagers came out to see "The SCENE" and sponsors gave out over 250,000 samples.

GCM produced, managed, staffed and helped develop "The SCENE" tour for GGP and sponsors CosmoGIRL!, Duac, Ford, Joico, The N, Oxford, Pepsi/Mountain Dew, Sony, So You Want To Be A Model, the DK BMX Bike Team and Warner Bros. GCM also created a custom, web-based reporting tool that allowed sponsors 24/7 access to event highlights, consumer testimonials, inventory, photography and video from each event.