ICSC launches campaign to 'help bring our businesses back to life'

The International Council of Shopping Centers has launched a marketing and branding initiative to help its members communicate with one voice about the importance of retailers and retail real estate as the country seeks to recover from the COVID-19 crisis

As part of its new “Back. Together” campaign, ICSC is providing members with a marketing toolkit, which can be customized and leveraged in physical and digital channels, to emphasize community and togetherness as the country looks to rebound from the pandemic.

“Our members have faced incredible hardship over the past several months—and our communities are hurting because of it,” said Rae Logsdon, senior VP, communications, marketing, publishing and research at ICSC. “’Back. Together.’ appropriately balances sensitivity to potential consumer anxieties and optimism about re-openings and returning to our communities and centers. The campaign showcases the relationships and the experiences that our shops and centers bring to life and marks just how integral retail real estate spaces are to our social fabric.”

The campaign, developed with agency partner Makeable, demonstrates why safely opening shopping centers and malls is about more than returning to “normal.” It serves to welcome consumers and customers back to stores and centers with responsibility and reassurance. It celebrates the experiences of shopping, dining, and entertainment and the relationships and sense of community that stores, Main Streets and shopping centers create.

The campaign also includes the launch of the “Back. Together. Video Challenge,” which was kicked off by Urban Edge Properties with ICSC member companies such as Brixmor Property Group, InvenTrust Properties, Kimco Realty, Linear Retail Properties, Peterson Companies, Phillips Edison & Company, and Weingarten Realty, among others, participating in it or other initiatives under the Back.Together. campaign umbrella.

“Back. Together.” follows the launch of the “Your Business” campaign, ICSC’s first-ever national television campaign calling on elected leaders to create a COVID-19 Recovery Fund. ICSC also has formed the America’s Recovery Fund Coalition, a group of more than 100 industry and business organizations urging the federal action to distribute funds and liquidity to businesses from all industries impacted by COVID-19.