For Continental and United Chase cardmembers, in New Jersey and Texas, the 2011 holiday season is filled with sweet treats, colorful packages, and an afternoon of R&R by way of two exclusive VIP lounges. With one returning for a second year to The Mall at Short Hills in New Jersey and a second debuting at the Houston Galleria in Texas, these chic lounges are experiential marketing “pop-ups” that serve as luxurious havens for cardmembers to escape the hustle and bustle of the holiday season.
At both locations, shoppers are invited to kick back in comfortable chairs, enjoy complimentary refreshments, rest their eyes on one of four flat screen TVs, and take advantage of a free gift-wrapping service. Additional amenities include the vitals shoppers need to refresh: Wi-Fi, phone recharging stations, and personal bag/coat checks to drop big purchases at the door. Lounge visitors were also encouraged to spread the good cheer with weekly Toys for Tots drives.
Continental and United Chase have also staged special ticketed events at the lounges, including celebrity appearances by NFL star Michael Strahan of the New York Jets, book signings and cake tastings with Buddy Valastro of Cake Boss fame.
Source Marketing tapped production glue, as well as designers Mattias Hollwich & Adam Hostetler (HWKN) to bring shopping paradise to life. Similar to last year's pop-up, HWKN envisioned the sleek, yet indulgent, layout and design, while glue served as technical supervisors during lounge installation and execution.
A warm thank you to Source Marketing, HWKN, and Chase Bank, and wishes for continued successful projects in the new year.
Client: Source Marketing
Role: Technical Supervisors
Venues: The Mall at Short Hills, New Jersey & Houston Galleria, Texas
Dates: November 25-December 24, 2011
Houston Business Journal, “VIP shoppers' lounge set up in Galleria”