Southlands Shopping Center

Challenge

Located in southeast Aurora, Southlands Shopping Center is the largest shopping destination in the state of Colorado, encompassing 1.7 million square feet of high-quality retail and office space. The center consists of an open-air lifestyle component with fashion, food and entertainment concepts and office space located above the retailers in the Town Center, which combined totals over of 917,000 square feet of first-class retail and office space. Southlands is home to more than 150 stores, restaurants and entertainment options such as Dick’s Sporting Goods, Sephora, Barnes & Noble, H&M, AMC Southlands 16 Theatres, Ted’s Montana Grill and many more.

Although Southlands is the largest shopping destination in the state of Colorado, it had not garnered media attention to match its size. Novitas Communications’ challenge was to create earned media opportunities to include stories to pitch to media about new business, events, store openings and retailer stories to further position Southlands as a leader in the Colorado shopping center market.

Solution

Novitas Communications developed a media and communication strategy around Southlands’ events, new business and community partnerships.

Novitas created an overarching plan that laid out the events, programs and media opportunities, focused on three areas – events, new business and community partnerships – with action items and timelines for execution. This included press releases, with media pitches and direct media outreach to journalists. Novitas Communications has continued to enhance these efforts with a steady stream of ideas, pitching and media outreach to deepen the shopping center’s standing in the community.