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Irvine Company Retail Properties
Media relations, corporate communications, reputation management, social content, marketing support
Supporting the Irvine Company Retail Properties marketing team to highlight signature events and exciting new retailers at their three regional centers and 38 neighborhood and
community centers
Challenge
The Challenge
Irvine Company Retail Properties hired Westbound in March 2020, just as the pandemic shut down all restaurants and retail stores in the state. Throughout the pandemic, we
helped ICRP develop messaging to address the concerns of tenants, the community and the media. Additionally, once our properties were re-opened, Westbound became an
integral part of the team working to promote the safety and ‘open air’ features of Irvine Company’s retail destinations. Besides messaging and crisis work, Westbound’s day-to-day
work for ICRP involves supporting the Marketing team and the directors at the three regional centers to develop story ideas and support promotions that bring people to the
centers. For example, we annually support Style Week at Fashion Island, Holiday festivities and tree lightings, spring fashion campaigns and summer activations at all the
properties. We actively pitch stories to the media featuring our tenants as our spokespeople.
The Solution
Strong marketing programs and the permeation of messaging to consumers about the safe environment, open air atmosphere, and exciting events at ICRP properties has led to a
rebound in customer visitation to pre-pandemic levels.
By the Numbers
500+ media placements surrounding Grand Opening
• 12,000 engagements from media social pages
• 17 pieces of coverage in the Los Angeles Times in 2022 and 2023
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