Jersey Gardens promised to offer New York shoppers the brand names they sought at outlet or discount prices. So we needed to educate, excite and entice people to shop at Jersey Gardens. Our creative strategy: Jersey Gardens—designed to provide brand name shopping for savvy New Yorkers. TV, radio, newspaper, magazine, out-of-home and direct mail advertising was used to execute a “look big” media strategy. Enormous wall boards, conventional billboards and wild postings completely covered key areas of Manhattan. Opening weekend, over 500,000 people on their way to Jersey Gardens turned the New Jersey Turnpike into a parking lot. More scientific numbers indicated that after just four months, awareness was at a whopping 34 percent. Research went on to tell us 84% of those who’d shopped Jersey Gardens planned to return. And market share hit 11%, exceeding the developer’s goal.