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It’s a Wrap: Washington Prime Group Transforms the Back-to-School Shopping Experience

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August 30, 2019 at 9:00 AM EDT

It’s a Wrap: Washington Prime Group Transforms the Back-to-School Shopping Experience

COLUMBUS, OH – August 30, 2019 – Washington Prime Group Inc. (NYSE: WPG) is wrapping up a busy back-to-school shopping season at its town centers. More than 100 events, activities and installations held during the season focused on driving guest traffic and delivering differentiated experiences. The Company continues to leverage both physical and digital platforms as part of its omnichannel marketing strategy to proactively engage with guests throughout the year. 

To kick off the season, yellow school buses rolled into town centers to collect donations for schools and community groups in need. Stuff the Bus activations were hosted by the local property teams, including the General Manager, a role that has evolved to include serving as a Goodwill Ambassador. Washington Prime Group empowers its property managers to advocate for their communities, promoting a sense of partnership and collaboration among all local stakeholders.

That’s not all. Properties held a Back-to-School Fest during the season, which featured children’s entertainment and educational programming, and highlighted The Yard games and activations, The Canvas Project and more, in addition to providing local sponsorship opportunities. In addition, Back-to-College celebrations included a University Pep Rally activation at select properties to welcome back college students with a spirited bash.

Also during the season, the Company’s corporate marketing team partnered with a proprietary media partner to run a targeted digital campaign and generated awareness and guest traffic for Tax-Free Weekend. During the four-week campaign, messages yielded over two million digital impressions.

Partnerships are key to every activation, and Coca-Cola helped make Back-to-School a success for Washington Prime Group. With Coca-Cola, the Company devised and deployed a comprehensive marketing campaign to ‘Unlock Summer Surprises’ at 20 properties and elevate brand awareness. Spanning across both traditional and digital media assets, the campaign empowered Coca-Cola to reach guests with engaging messaging at-scale. The Company’s digital inventory helped Coca-Cola stand out during the competitive shopping season with a direct line to guests on property websites, Instagram Stories, and even personalized Wi-Fi experiences on-property.

Including back-to-school, the Company held approximately 1,500 events, activities and installations year-to-date. To learn more about the Company’s marketing events and activations, follow Washington Prime Group on Instagram @washingtonprimegroup.

About Washington Prime Group

Washington Prime Group Inc. is a retail REIT and a recognized leader in the ownership, management, acquisition and development of retail properties. The Company combines a national real estate portfolio with its expertise across the entire shopping center sector to increase cash flow through rigorous management of assets and provide new opportunities to retailers looking for growth throughout the U.S. Washington Prime Group® is a registered trademark of the Company. Learn more at


Kimberly A. Green, VP, Investor Relations & Corporate Communications, 614.887.5647 or