Siddall earned the Polaris Fashion Place account by quickly realizing that Columbus, Ohio, is “mall city.” We faced two goals: Raise awareness sufficiently enough to ensure a strong opening, and carry the mall’s upscale, competitive edge into the holiday season. Benefit testing proved our audience was more excited about the opportunity to shop unique, upscale stores previously unavailable to them, than great deals. Siddall’s creative team translated this research into the whole notion of “Fresh Shopping.” Advertising positioned Polaris as having a selection other malls couldn’t touch. The opening was remarkably successful, with sales figures exceeding expectations. And two months later, holiday sales figures were way beyond estimate. Even Lord & Taylor was pleasantly surprised to announce, that during the holiday season, their brand new Polaris store ranked sixth among their 84 other established locations.