1. AGENCY PRESENTATION.
SHOPPING CENTER PROJECTS
© 2012

2. Set up in 2000, United is
the leading and most
innovating marketing
agency specialized in
Shopping Center
Marketing in Romania

3. United has done over 500
marketing assignments for 16
Shopping Center projects such
as launching and tenant
campaigns, events,
outdoor/indoor campaigns

4. As Market Leader, United has
done 12 Mall Launches to
Tenants and Grand Openings,
Anniversaries, and hundreds
of Mall-Based Marketing
Campaigns, Events, or
Promotions for shopping center
or other clients

7. Marketing Consulting
Grand Openings and Anniversaries
Branding
Creative Advertising & Design
Print & A/V Production
Media
Public Relations
Consumer Events
Digital Marketing
Mobile Apps

8. Special Services for Malls
• Strategic: Mall Brand Development • Social Media
Strategy based on Brandsense
• Strategic: Loyalty and Conversion • Digital: Mobile Apps
Programs
• PR: Creative PR and Crisis
• Strategic: Competitive Marketing Management
Programs
• Strategic: Tenant Loyalty Programs • PR: CSR & Community Marketing
• Event Format: Underwater World • Mall promotions with record
breaking participation
• Event Format: 3D Mapping – inside and
outside malls
• Promotions: Online & Social Media
• Special Decoration Projects inside Malls Promotions

9. Marketing Consulting
• Shopping Centers today are facing challenges: from
Traffic, Tenant Relations, Purchasing Power of the
Consumers, the threat of E-commerce, to the need for
Engaging Entertainment, maintaining Sales levels or
Consumer Loyalty.
•
With our Consulting Services, we build you a Strategic
Marketing Model which beautifully balances your
Shopping Centre key indicators: Traffic, Tenant
Relations, Financials (Revenues, Sales, Budget), and
Brand.

10. Results
• - 12 Grand and Tenant Openings
- The largest Mall Grand Opening of 2011: Maritimo Shopping Center in Constanta had
230.000 visitors during the first weekend
- Launching the mall with the highest traffic in Romania – 15 million / year (Iris Titan).
- 100% positive press coverage for Grand Opening PR Campaigns
- Hundreds of memorable Events and Promotions, including the first 3D art event in a mall
- A 3 day Mall Promotion Raffle with 35.000 participants
- The fastest growing Facebook mall community in Romania: 9000 likes in the first month
- A Mall positioning that is in place for 6 years in Bucharest leading mall - AFI Cotroceni
- The highest attendance mall events for several cities around Romania
- Anniversaries: The first 10 years campaign for a mall (Bucuresti Mall), 1 year of Galleria
Arad

11. How we do it?
Mallketing
•Mallketing is the Marketing Strategic Method for Malls that combines 4 Key
Perspectives: Traffic, Relations, Brand, and Financials. It is designed by United
and it is inspired by the Kaplan and Norton’s Balance Score Card.
•Mallketing is based on the assumption that you need a Great Strategy in order to
be successful in today’s Retail marketplace, and Superb Tactical Planning and
Implementation in order to get that Strategy on the consumer radar.
•It can be used by all sort of Retail Destinations (malls, retails shops, etc.) to align
the marketing activities to the marketing vision and strategy, set SMART
objectives, and monitor marketing performance against strategic goals.
•Mallketing enables Retail brands to clarify their vision and strategy and translate
them into action.

12. People
• Dan Cirstea – Managing Partner of United, Dan has coordinated over 300 marketing projects for
malls, including launchings, raffles, events, branding projects, online projects, crisis management
• Petre Nastase – Event Director. Director of the Top 2 most viewed TV shows in Romania: Dansez
pentru Tine and Romania has talent. Over 400 commercials + 200 big events (Pasajul Basarab
launching, Maritimo Shopping Center launching, Mamaia 2011 Festival, Europe Day, Bucharest
Days, Cerbul de Aur etc.)
• Claudia Cioc – Account Director. 15 years of marketing experience in which 9 years of marketing
for McDonalds.
• Catalin Popa – Creative Director. Over 15 years of experience in Advertising , over 100 projects for
shopping centers, including launchings, raffles, events, branding projects, online projects etc.
• Tiberiu Rotarescu – Event Producer. Over 100 projects, including launching events, TV shows,
corporate events.
• Mihaela Iacob – PR Manager. Over 80 PR campaigns and strategic projects.
• Razvan Nicolescu – Media Manager. Over 200 media campaigns.

13. Projects

14. Objective 1st Year Anniversary Campaign
Client GTC
Outputs Marketing Plan
Creative Services: Press Layouts,
Billboards, Flags, Flyers, Meshes
Production
Media: Planning + Buying
PR: Press Relations
Events
Year 2012

15. Objective Launching the mall – traffic of 150.000 in first
weekend
Results Traffic of 230.000 in first weekend
Facebook – 9000 friends at launching, Rank No.
4 in Romania
Raffle Campaign: 35.000 participants
Client Maritimo, Immofinanz
Outputs Marketing Consultancy
Project Management
Events Concept
Creative Strategy
Media Planning & Buying
Year 2011

16. Project File Objective All Year Campaigns
Client Bucuresti Mall, Anchor Group
Outputs Marketing Consultancy
Creative Services: Press Layouts, Billboards,
Flags, Flyers, Meshes etc.
Production
Newsletter Design
Year 2009

17. Outdoor

19. Outdoor

20. Project File Objective Christmas Campaigns
Client Plaza Romania, Anchor Group
Outputs Marketing Consultancy
Creative Services: Press Layouts, Billboards,
Flags, Flyers, Meshes etc.
Year 2009

21. Outdoor

22. Project File Objective Launching of Galleria Suceava
Client GTC
Outputs Marketing + Communication Strategy & Tactical
Plan
Creative Services: TV commercial, Press
Layouts, Billboards, Flags, Flyers, Meshes
Materials Design & Production
Media: Planning + Buying
PR: Press Relations
Events: VIP Party, Launching Event
Year 2009

24. Project File Objective Launch the first international chain of malls in
Romania. Launching of Galleria Buzau
Client GTC
Outputs Marketing + Communication Strategy & Tactical
Plan
Creative Services: Press Layouts, Billboards,
Flags, Flyers, Meshes
Materials Design & Production
Presentation Movie & CD
Media: Planning + Buying
PR: Press Relations
Events: Launching Event for Galleria Buzau
(click on http://uk.youtube.com/watch?v=pyL-
fa6RDtw – for the movie)
Year 2007, 2008

25. Objective Launching the Liberty Center (Mall) both
for retailers and consumers (on going)
Client Mivan Development
Outputs Marketing + Communication Strategy &
Tactical Plan
Creative Services: Press Layouts,
Billboards, Folder, Web Site,
Stand Materials Design & Production
Internet Site + Banners
Presentation Movie & CD
Media: Planning + Buying
PR: Press Relations
Events: Launching Event for Retailers
Year 2006, 2007

27. www.libertycenter.ro

28. Project File Objective Increasing Traffic within Esplanada Shopping
Gallery and positioning the brand
Client Delhaize + Cegis
Outputs Marketing + Communication Strategy & Tactical
Plan
Branding: Logo Re-design
3 Promotion Campaigns
Creative Services: Press Layouts, Billboards,
Radio Commercials, Flyers
Decoration of the Gallery: Design & Production
Media: Planning + Buying
Events: Customer activations
Year 2004

30. Project File Objective Retailers Campaign for Iris Shopping
Center Pitesti
Client Avrig 35
Outputs Marketing + Communication Strategy &
Tactical Plan
Creative Services: Press Layouts, Meshes
Media: Planning

32. Project File Objective Consumers Campaign for Iris
Shopping Center Titan Bucharest
Client Avrig 35
Outputs Marketing + Communication Strategy
& Tactical Plan
Creative Services: Press Layouts,
Billboards, Flyers, Meshes

34. Project File
Objective Launching the Korona Mall both for retailers and
consumers in Brasov
Client Echo Investment
Outputs Marketing + Communication Strategy & Tactical
Plan
Creative Services: Branding, name logo slogan,
press ad, poster
Internet Site + Banners
Media: Planning + Buying
PR: Press Relations
Brochure, retailers concept,

36. Project File Objective Developing and implementing
activation events in two shopping
centers in Bacau and Rm. Valcea
Client Sonae Sierra
Outputs Increase traffic, loyalty and sales
Creative Services: Poster, Flyer,
Roll-up, stage design, podium, radio
spots, mobile outdoor
Production: Poster, Flyer, Roll-up,
stage design, podium, radio spots,
mobile outdoor
Media Planning & Buying

39. Project File Objective Awareness of Cotroceni Parc project within
Romanian business press
Client Africa-Israel
Outputs Public Relations Strategy
Public Relations Tactical Plan
Media Relations Consultancy

40. Project File
Objective Launching the biggest retail scheme
in Ro to retailers
Client Modus Properties
Outputs Marketing + Communication
Strategy & Tactical Plan
Creative Services
Production: billboards
Media: Planning + Buying
PR: Press conference organizing,
Press Relations,
Event organizing: Launching Event

41. Other clients

44. Address: 2, Dr. Florea TeodorescuStreet, Bucharest, Romania
Phone/Fax: +40 21 317 22 45
E-mail: office@unitedcom.org
Web: www.unitedcom.org