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Quince Isla 2011 REBRAND 100 > merit

Brand Extension
Country Base: Puerto Rico - USA
Industry/Sector: Retail Stores, Property Development, Special Events
Below: Before and After Images in Slide Show, Summary, Credits


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Summary:

Industry Setting
A quinceañera is a coming-of-age party for girls turning fifteen in the Latin culture. These extravagant parties rival weddings in format and expenditures. Quince Isla is a sub-brand of Centros Isla, a network of shopping centers in Puerto Rico, that holds a contest every year in which three 15-year old girls win a free quinceañera party.

Challenge
Redesign the Quince Isla brand to build additional awareness of the program among Puerto Rican teenage girls and their mothers. Build long-term loyalty by holding an ongoing conversation with this audience after enrollment in the contest focusing on their interests in friends, shopping and fashion.

Strategy
Cohn Marketing created a more trendy and relatable brand to teenagers by introducing a brighter, flirtatious and high-impact color palette. Whimsical doodle drawings were added to the logo, typefaces and party icons, such as dresses, disco balls and stars. The resulting design, similar to the feel of a girl’s diary, increased popularity and is unlike anything currently in the market. QuinceIsla.com was redesigned to better target the quinceañera market and support gift card sales. A Facebook page was added as an outlet for girls to share trends, tips and their favorite things.

Result
Contest entries increased from 70 in 2009 to 605 in 2010, over 864%. Visits to the website increased 18% and the Facebook page, which was added for 2010, currently has 509 fans. Consumer awareness grew with 5 million+ in media impressions and $36,000+ in advertising value, including editorial credibility.


Credits:

Client: Centros Isla - Owned and Operated by Developers Diversified Realty - www.ddr.com
Senior Executive Vice President of Property Management: John Kokinchak
Vice President of Marketing and Corporate Communications:Scott Schroeder
Regional Vice President of Shopping Center Marketing: Dawn Lecklikner
Senior Director of Marketing: Martha Hermilla

Brand Strategists/Designers: Cohn Marketing - www.cohnmarketing.com
CEO and Chief Brand Strategist : Jeff Cohn
Creative Vice President : Staci Amend
Senior Art Director: Teri Springer
Interactive Art Director: Jesse Pixler
Senior Layout Artist: Stacy Howard
Senior Account Director & Strategist: Kari Coughlon


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