Crown CenterBrand Campaign
Navigating the Noise
As Kansas City continues to grow as a premier destination to live, work, and play, Crown Center sought to strengthen its position as the go-to place for an unforgettable Kansas City experience. The goal was to drive more visitors to Crown Center’s shops, restaurants, attractions, and events by developing a fresh, cohesive campaign that could both celebrate everything Crown Center offers as a whole and promote its diverse mix of individual merchants and experiences.
Research
Lundmark Advertising conducted extensive research to understand Crown Center’s place within the competitive landscape of Kansas City entertainment districts. This included reviewing visitor surveys, analyzing foot traffic trends, and studying audience behavior across digital platforms.
We identified key consumer segments––including families and downtown dwellers—and explored their motivations and preferences. These insights shaped a clear understanding of how to best position Crown Center to appeal to both local and regional audiences seeking authentic Kansas City experiences.
Positioning Strategy
Drawing on Crown Center’s rich history and unique variety, Lundmark developed a new brand platform: “Completely Kansas City!”
This positioning frames Crown Center as the complete Kansas City experience, offering something for everyone—cuisine for every taste, entertainment for all ages, one-of-a-kind shops, and family-friendly attractions. It established a versatile platform that could flex between high-level brand awareness and more targeted promotions for specific merchants, categories, and events.
Creating the Main Attraction
The new creative system pairs striking merchant photography with bold, large-scale iconography to create eye-catching visuals. This approach allows the campaign to celebrate Crown Center as a whole while also spotlighting individual experiences. Messaging emphasizes the breadth and uniqueness of Crown Center while evoking the excitement and pride of exploring Kansas City.
The campaign launched across multiple channels, including out-of-home, paid social, print, email and programmatic display. This multi-channel rollout reinforced Crown Center’s reputation as a destination that embodies the spirit of Kansas City.
Crowning the Brand
The new campaign has been embraced by the client, merchants, and attractions as a unifying creative platform that captures the essence of Crown Center. In the first three months of the campaign, more than 90,000 visitors attended key children’s exhibits, and engaged sessions on the website traffic increased by more than 13%.
The “Completely Kansas City” platform has provided a foundation for ongoing promotions, enabling Crown Center to market both the destination and its individual offerings under a cohesive, recognizable identity.