Bergen Town Center, in Bergen NJ, just 13 miles west of mid-town Manhattan is one of the busiest, most profitable retail destinations in the United States. With over 1million sq. feet of retail leasing space and hosting more than 14 million visitors a year, BTC offers it’s retail customers a wide range of brands and services. But like so much of retail industry, even BTC has had to face the challenge of attracting and retaining a solid base of top-tier retail brands during a pandemic and the increasing trend of on-line shopping.
In July of 2020, Urban Edge one of Americas leading retail property owners and developers, and owner of Bergen Town Center, partnered with dhg to create a comprehensive leasing brochure that would re-introduce the history, prestige and staying power of the outlet center to brands across the retail spectrum. The brochure would convey some of the vital statistics, marketing strategies and forward thinking that BTC offers prospective clients. The piece would also introduce a fresh, new, communications style and approach for BTC, ushering in a new marketing strategy to invigorate the brand.
dhg worked with Urban Edge and the management group at Bergen Town Center to develop the narrative, styles, color palette, imagery, and special features like QR codes for additional statistical information and links to videos and Google Fly-Ins. The end result was a stunning, 24 page brochure which is now the centerpiece of the Urban Edge/BTC Leasing teams sales presentation.