Build market enthusiasm for the Burlington Mall launch of the national Winners brand.

Adcom developed and branded the large-scale "Geared 2 Win" promotion with an edgy, urban-cool identity and cutting-edge media strategy.  High-impact traditional advertising (outdoor, newspaper and radio) invited the target audience to register to win on the contest microsite.  The outcome was an "opt-in" database built and in position for future communication.  Contest prizes were drawn at the Winners grand opening event, resulting in maximized attendance.