Case Study

Fashion Fair Mall

Overview

Strategic PR for a California Mall

Fashion Fair Mall, which is one of Macerich's properties, the leading owner, operator and developer of top retail destinations in major U.S. market, is the premier shopping center for California’s Central Valley. Conveniently located in the heart of Fresno with high-quality retailers like Macy's, Apple, JCPenney, H&M, and Barnes & Noble, and restaurant destinations like Fleming's Prime Steakhouse, The Cheesecake Factory, BJ's Restaurant & Brewhouse, and Chick-fil-A, it’s the Central Valley’s hub for shopping, dining, and entertainment. Fashion Fair contacted PREM PR & Social to help expand its public relations efforts and strategically position the mall as a leading hub for shopping and community experiences. But at PREM PR & Social, we had to go above and beyond.

Scope

Event Planning

Social Media Monitoring

Public Relations

Influencer Marketing

Crisis PR

PR Strategy

Deliverables

170M+

Media Impressions

6

Crises Averted

30+

Influencer Campaigns

40+

Media Placements

Results

Helping generate $10m+ incremental sales growth since 2017

PREM PR & Social transformed Fashion Fair Mall’s traditional PR partnership into a full-service strategy focused on improving public perception and strengthening the mall’s community presence. Our work includes event planning with local law enforcement, social media monitoring, crisis mitigation, influencer marketing, and ongoing PR strategy. This approach has generated more than 170 million media impressions, 40+ earned media placements, six crises averted, and multiple influencer campaigns that boosted event visibility and online sentiment—ensuring positive articles appeared first in search results. As a result, Fashion Fair outperformed other Macerich properties in positive social media share of voice and Santa photo visits, directly tied to our campaigns. Due to our ongoing success, we continue to be the PR agency for the mall.

Client Testimonial

"They have been exceptional partners for our retail center. We worked with PREM for several years, and I can’t recommend them highly enough. When we came to them, we were dealing with a difficult public perception challenge. Through diligence, strategy, and an impressive network of contacts built over years in the industry, they helped us turn the situation around. What sets PREM apart is how much they care. They were accessible at all hours and always responsive, even when issues came up at inconvenient times. They overdelivered in nearly every category we could measure. They also have true hyper-local expertise. They know our market inside and out and know exactly how to engage with it. They’re extremely well connected in the social media influencer community, and they coordinated relationships that meaningfully increased our brand awareness. PREM also went well beyond traditional PR by acting as a community liaison between us and local organizations. They organized events and introduced us to relationships that continue to be valuable to us. If you’re looking for a PR agency that brings experience, connections, local know-how, and genuine investment in your success, PREM is the team to call. We’re grateful for everything they did for us."

Brian Malony
Senior Marketing Manager
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