Westfield to launch new U.S. tourism marketing program

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1st Mar 2014
Westfield to launch new U.S. tourism marketing program

Global shopping center owner and developer Westfield Group is introducing a comprehensive tourism marketing initiative for select Westfield shopping centers in key U.S. travel destinations to enhance awareness, visitation and sales among international and domestic visitors.

Seven unique U.S. retail destinations, including Westfield’s international airport shopping experience at Los Angeles International Airport, are part of the new Westfield Travel Collection.  In addition to Los Angeles, the program initially involves leading shopping centers in San Francisco, San Diego and Tampa.

“Westfield’s new initiative welcomes tourists to our iconic locations in major U.S. travel destinations through signature marketing and exceptional customer service programs,” said Gary Williams, Sr. Executive Vice President, Westfield Property Group.

Among the many benefits to travelers at select locations will be a Passport to Savings program with special offers and services, and Customer Service Ambassadors who assist with foreign language translation, dinner reservations and more.  Westfield is creating awareness of select retail destinations through pre-arrival and in-market advertising, cross-promotion in markets with multiple centers, and promotional partnerships with tour operators and destination marketing organizations.

Additional details of the multi-pronged marketing campaign will be unveiled at U.S. Travel’s IPW trade show in April, the largest and most significant travel show in the U.S.  More than 2,500 travel buyers from 70 countries are expected to attend the show at McCormick Place in Chicago. The Westfield Travel Collection is also an investing partner of Brand USA.  The partnership supports Brand USA’s marketing efforts to promote the U.S. as a world-class shopping destination.

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The new program builds on the success of Westfield San Francisco Centre’s dynamic four-year positioning in the global tourism arena. This San Francisco icon is part of the new Westfield Travel Collection.  The center is the country’s third largest urban shopping center, home to Bloomingdale’s west coast flagship store, the second largest Nordstrom in the U.S., the city’s largest day spa, plus theatres, eateries and a signature restaurant collection.  The center’s beau-arts fa├žade, which survived the 1906 earthquake, as well as its dramatic 102-foot wide glass and steel Dome and Rotunda are signature architectural features that make the center itself an historic attraction.

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