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| Whittwood Town Center Selects LCG for Consumer Marketing Effort |
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COSTA MESA, Calif. – Lapin Consulting Group (LCG) recently completed a three-year branding project for Whittier’s Whittwood Town Center and has been retained to spearhead the consumer marketing campaign for the “de-malled” property.
LCG was initially retained by the center owner, LNR Property Corporation and initial partner Hopkins Real Estate Group, for public affairs and branding efforts as the 50-year-old center underwent extensive “de-malling” and subsequent reintroduction to the Whittier community as a 760,000-square-foot open air center.
The center’s new brand is focused around a new logo that incorporated the City of Whittier’s official flower, the Friendship Rose. LCG incorporated the new look into center signage, website and leasing materials.
LCG will set forth a consumer marketing plan for Whittwood Town Center that will include advertising, public relations, direct mail, and entertainment that restores the center’s place as a gathering spot for the community.
Originally built in 1955 as an open-air center, Whittwood was converted to an enclosed mall in the late 1970’s but wasn’t renovated after its enclosure. LNR Property Corporation acquired the center in August 2002 and joined forces with Hopkins Real Estate Group to redevelop the property.
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