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Simon Brings Communities Together With New ‘It’s a Simon Thing’ Campaign

MARKETING

9/18/20263 min read

Credit: Simon.

For decades, shopping centers have been more than retail destinations. They have served as gathering places where friends meet, families celebrate milestones, first jobs begin, and memories are made. Now, Simon is embracing that legacy with the launch of its new national brand campaign,“It’s a Simon Thing,” a creative platform designed to celebrate the meaningful moments that happen every day across its properties.

The campaign unifies Simon Malls and Premium Outlets under a single brand identity while reinforcing the company’s belief that its destinations continue to play an important role in American life. With more than 200 properties across the country, Simon is positioning its centers as places where people come together to discover, connect, and create lasting memories.

Reimagining the Modern Mall Experience

Consumer shopping habits may have evolved over the years, but the desire for shared, in-person experiences remains strong. Simon’s new campaign taps into that reality by focusing on the emotional connections people have formed at malls and outlet centers across generations.

According to Lee Sterling, Chief Marketing Officer at Simon, the company's properties have long been places where life unfolds. From meeting friends and celebrating milestones to discovering new brands and trends, these destinations continue to bring people together in meaningful ways.

The campaign acknowledges that while digital experiences dominate many aspects of daily life, consumers still value physical spaces where they can interact, explore, and connect face-to-face.

Building on the Success of Meet Me @themall

“It’s a Simon Thing” builds on the momentum of Simon’s award-winning Meet Me @themall campaign launched in 2024. That initiative resonated particularly with Gen Z audiences, highlighting malls as social hubs where young people gather and spend time together.

The new campaign expands that concept to include multiple generations, recognizing that malls have been important gathering places for parents, children, and grandparents alike. By broadening the message, Simon aims to appeal to a wider audience while reinforcing the timeless nature of the mall experience.

Flexible Platform Built Around Shared Experiences

At the center of the campaign is a simple and adaptable phrase:“It’s a ___ Thing.” The platform is designed to evolve across seasons, events, and audiences, allowing Simon to create messaging tailored to different experiences and occasions.

Examples include:

“It’s a Malls Thing”
“It’s an Outlets Thing”
“It’s a Back-to-School Thing”
“It’s a Holiday Thing”

This approach gives individual properties flexibility while maintaining a consistent brand message across the entire portfolio.

Connecting With Today’s Consumers

To bring the campaign to life, Simon has created a brand film set to the song“Sweet Disposition” by Lost Frequencies and The Temper Trap. The film showcases everyday moments taking place at malls and outlet centers nationwide, emphasizing the role these destinations continue to play in people’s lives.

The campaign will roll out across television, cinema, digital platforms, and social media channels, including Instagram, TikTok, and YouTube. Influencer partnerships, creator content, and brand-led storytelling will further extend the campaign’s reach.

New Chapter for Community-Centered Retail

As one of the first major initiatives supported by the recently launched Simon Media Network, the campaign leverages Simon’s first-party consumer insights and integrated marketing ecosystem to engage shoppers in new ways.

Ultimately, “It’s a Simon Thing” is more than an advertising campaign. It is a celebration of the role malls and outlet centers continue to play as community gathering spaces. By focusing on connection, discovery, and shared experiences, Simon is reminding consumers that some of life’s most memorable moments still happen in person.

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