Holiday Campaign

JLL Retail/ National Portfolio

Saying “cheese!” with the local mall Santa is an annual rite of passage for kids hoping they made the “nice” list. As for the sale of those merry photos? They’re very important to shopping centers’ bottom lines. JLL Retail tasked The Dealey Group with re-energizing the standard photos-with-Santa experience in hopes of driving a spike in photo package sales. The experience had to be unique. Exclusive. ExCLAUSive.

The idea was to create an experiential giveaway to capture entrants’ information, then remarket to them with photo package offers once the promotional period had expired.

JLL Santa Website Entry Form Hero

Customers of the mall were invited to enter to win ExCLAUSive Access: a private meet-and-greet with Santa complete with VIP perks, before his official arrival.

JLL Iphone FB Entry Enter To Win

Everyone who entered was then remarketed with an exCLAUSive offer for a deal on a Santa photo package.


The campaign was so successful, JLL opted to run it for two consecutive holiday seasons, garnering an impressive total redemption rate of 7%, resulting in $63,000 in incremental photo package sales. Additionally, the campaign reached a total of 2.3+ million shoppers and engaged 1.2+ million, garnering 34,754 entries.