“FFW is not just a public relations firm, they are an extension of my marketing staff. FFW account execs oversee publicity efforts for all of our Las Vegas properties – Fashion Show, The Shoppes at The Palazzo, The Grand Canal Shoppes, Meadows Mall and The Boulevard Mall. Their professionalism and ability to handle anything we task them with speaks volumes of their success and reputation in the industry. FFW defines a full service agency. Not only do they deliver strong PR placement, but the team is instrumental at brainstorming creative event ideas, community partnerships, successful execution of local/regional/national photo shoots, strong corporate retail relationships with 100+ luxury brands. We couldn’t be happier working with the FFW team.”
-Susan Houck, Vice President, Marketing, GGP Las Vegas
Case Studies/Awards: Luxury Retail/GGP
Representing nearly 5 million square feet of retail space city-wide – 3 million on the Las Vegas Strip alone, Faiss Foley Warren has the experience and know-how to develop and implement a successful public relations plan that specifically targets luxury.
For more than 10 years, FFW has been the agency of record for General Growth Properties and its Las Vegas retail portfolio – The Shoppes at The Palazzo, The Grand Canal Shoppes at The Venetian, Fashion Show, Meadows Mall and The Boulevard Mall. We have generated millions of dollars in coverage and secured exposure in thousands of local, national and international markets.
Highlights of secured media coverage generated from our active outreach include: live segments from The Today Show, MTV, Travel Channel, Travel Channel UK, E!, WWD, A&E, Discovery Channel, InStyle, Inside Edition, Elle and Elle Canada, US Weekly, Essentially America, Los Angeles Times, Los Angeles Times Magazine, Glamour Mexico, GENLUX, New York Times, Angeleno, Riviera OC, Riviera San Diego, Travel + Leisure, Bon Appetit – to name just a few.
We are adept at planning, executing and overseeing multi-page fashion spreads. In 2010 alone, we produced over 10-plus fashion spreads for publication including Modern Luxury (Angeleno, San Francisco, Riviera OC, Riviera San Diego), Luxury Las Vegas, VEGAS, GENLUX, Los Angeles Times Vegas Guide, Los Angeles Times Magazine, Reforma Mexico, Glamour Mexico, Glamour Latin America, Daily Variety, 944 regional special sections for New Year’s Eve, Memorial Day and Labor Day issues, Desert Companion and a 48-page mini magazine for GGP distributed in Las Vegas and Southern California markets (Niche and Modern Luxury publications).
Aside from actively pursuing media leads, FFW takes media relations one step further and personally meets with media upon their arrival to Las Vegas. Each year, we conduct 100-plus personal media tours for various journalists and media FAM’s. The tours are specialized and customized to the specific interests of each journalist and their publication. We work directly with the individual brands to evoke a personal and memorable experience for media – a tactic that frequently translates into strong publicity for participating brands.
Semi-annual trips to New York and Los Angeles have also allowed our agency to generate relationships with premier designer brands that we continue to work with on a regular basis today – Salvatore Ferragamo, Tory Burch, Piaget, Van Cleef & Arpels, Montblanc, Barneys New York, Michael Kors, Jimmy Choo, Bottega Veneta, Cole Haan, Dior Cosmetics, Christian Louboutin, Fendi, Ralph Lauren, Diane von Furstenberg, Guerlain, among many others. These relationships not only expedite the approval process for media requests, but also keep us in-the-know about upcoming product launches and new developments which we, in turn, actively pitch to interested media.
Competition: A Creative Strategy
MAXI 2011 Gold Winner
In Vegas, tourists equal sales. So when three GGP centers were faced with a belt-tightening recession that significantly decreased their tourist clientele, they knew “coopetition” was their only hope. Leveraging a combined ad buy in key feeder market magazines, they negotiated a series of free fashion spreads worth nearly double their original investment – garnering 28 pages and two covers in four publications and reaching a cumulative 600,320 potential customers. In all, the centers spent a combined $242,000, but gained $817,000 in free ad space, photo shoots and accommodations, something none of them would have been able to do alone.
SASI 2010 Award Winner
MAXI 2010 Silver Winner
Las Vegas has been hit hard with the lingering recession and dwindling tourism numbers. To try to combat these elements and generate some much needed publicity among international tourists who are still traveling to our city, General Growth Properties’ Las Vegas team actively pursued the opportunity to host the Glamour Mexico team onsite for a week-long photo shoot that generated more than $347,732.00 in earned media. The strong coverage reached our target audiences (those predisposed to luxury retail, high fashion and Las Vegas) in twelve international countries and select states in the US.
Fashion’s Night Out
SASI Winner 2011
Fashion’s Night Out (FNO) is an unprecedented global initiative created to celebrate fashion, restore consumer confidence, and boost the industry’s economy. In the United States, the program is a collaboration between American Vogue, the Council of Fashion Designers of America, NYC & Company, and the City of New York. On September 10, 2010, Fashion’s Night Out returned to New York City for the second year and launched in cities nationwide including Las Vegas, Nevada and San Antonio, Texas with the purpose of putting the fun back in shopping.
In Las Vegas and San Antonio, The Shoppes at The Palazzo, Fashion Show and The Shops at La Cantera were some of the city’s first official participants in this global effort.
The outcome for all three centers generated strong results. There were close to a combined 130 retail participants that offered in-store events and promotions, approximately $430,000 in trackable sales and over $172,000 in earned publicity coverage for the Las Vegas centers.
SASI Winner 2011
On Saturday, July 24, 2010, Forever 21 opened its largest and newest store at Fashion Show. Spanning an impressive 127,000 sf, two stories and nearly ten departments including some new to Nevada lines – Heritage 1981, 21Men, Twelve by Twelve, Faith 21, Love 21, HTG81 and Love and Beauty – Forever 21 is bullish on Las Vegas retail. This colossal addition became Fashion Show’s seventh anchor department store among an impressive existing lineup that includes Neiman Marcus, Saks Fifth Avenue, Nordstrom, Dillard’s, Macy’s and Bloomingdale’s Home. First day sales exceeded the company’s sales plan by an impressive 36% with strong traffic that continues to date.
Fashion Show’s PR agency of record – Faiss Foley Warren Public Relations Las Vegas (FFW) worked diligently to captivate pre- and post – awareness via strong local coverage in both print and broadcast outlets. Secured media included ABC, CBS, FOX, NBC, Las Vegas Sun, The Las Vegas Review-Journal, What’s On, 944 Las Vegas, Las Vegas Magazine, WHERE Las Vegas, In Business – to name just a few. Interviews with Forever 21 top executives helped warrant strong publicity across the board for consumers and the business community. Coverage totaled approximately $300,000 in earned media coverage.