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DES - Online Annual Report 2008

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My Annual Report

Shopping in perfection

While each business in the German city centres has its own business hours, with our shopping centers customers can rely on standard hours of business.

Each of our shopping centers has its own advertising association in which each of the tenants is a member. The task of this association is to plan marketing campaigns that will provide visitors with ever new shopping experiences spread evenly over the entire year. This includes exhibits and events on various topics, often with a local flavour. For example, in November a large ice hockey exhibit was put on at the Phoenix Center in Hamburg with the Hamburg Freezers hockey team. But the marketing association also has the role of providing expensive decorations during Easter and Christmas season and designing the fashion shows where the newest collections from our tenants are presented to the public.

An additional area of focus for the marketing association is coordinating a coherent advertising effort for the entire shopping center and editing a shopping center newspaper which is distributed as a leaflet to the daily newspapers in the region in the catchment area, and even running radio ads and City Light advertising posters.

Continue reading: Shopping as an experience

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