Dixie Outlet Mall Markets Unrestrained Shopping


502dixieDixie Outlet Mall has launched a new multi-media marketing campaign centered around abandoning restraint. The Let Your Shopper Out campaign encourages shoppers to make the most of the Dixie experience.

“Dixie is a well-guarded secret for a lot of dedicated, extreme shoppers,” says Nicole Camara, Marketing Director for Dixie Outlet Mall, “We have over 100 brand name outlets that offer deeply discounted prices. So this campaign is about letting women know about who we are and what we offer. But we also want to let them know that when they come visit, they’re going to be going into battle with some pretty competitive shoppers.”

“Shopping is a sport as any woman will tell you,” says Stephen Jurisic, Executive Creative Director at john st., Dixie’s agency of record since October 2012, “and like any sport, it’s about technique, determination, and stamina. And sometimes, it’s also about a well-placed elbow.”

As the print material shows, it may also be about speciality gear like the steel-toed pump. Along with the print ads, there are videos showing off the cutthroat behaviour of a serious shopper, and radio spots featuring not-so-sincere apologies from those who’ve been a bit caught up in the moment.


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