Case Study: Taubman Centers boosts Twelve Oaks Mall expansion turnout with Marx Layne

Taubman Centers drives 2,500 opening-day visitors with Marx Layne

Taubman Centers, Inc., the owner of Twelve Oaks Mall, faced the challenge of generating excitement for a major mall expansion during a period of significant economic uncertainty in Southeastern Michigan. They needed to overcome negative media narratives and draw substantial crowds to the grand opening. Public relations firm Marx Layne & Company was engaged to manage communications and media strategy for the event.

Marx Layne implemented a comprehensive PR campaign that included securing extensive pre-opening media coverage, organizing hard hat tours for journalists, and preparing store representatives for interviews. On opening day, they managed all on-site media logistics and live broadcasts. The efforts of Marx Layne resulted in massive media coverage across television, radio, and print outlets. The campaign far exceeded expectations, drawing a crowd of over 2,500 people compared to an anticipated 600, successfully launching the expansion.

Taubman Centers, Inc