How Retail Centers Can Turn Tenant Announcements Into Ongoing Media Visibility

Retail centers are constantly evolving. New tenants arrive, concepts expand and established brands enter new markets, all contributing to how a property is perceived by the community and the industry. While each new opening is an important milestone, building meaningful awareness requires a communications strategy that engages audiences before, during and after opening day.

For shopping centers, tenant announcements represent an important opportunity to reinforce momentum, attract visitors and demonstrate continued investment in the property and sustained consumer interest. They also introduce new experiences and concepts that can re-engage longtime visitors while attracting new guests to the broader retail center.

At Identity, we support tenant announcement and visibility efforts for shopping centers, entertainment districts and mixed-use projects across multiple markets, including:

• Easton Town Center
• Deer Park Town Center
• Eden Prairie Center
• The Avenue Peachtree City
• The Avenue West Cobb
• University Place
• The Mall at Partridge Creek
• Arena District
• Grandview Yard
• Cavasson
• Live! at The Pointe Orlando
• Kansas City Live! 
• Stateside Live!
• Nashville Live!

From food and beverage concepts to apparel, experiential and service-based tenants, each addition plays a role in shaping the overall guest experience and tenant mix at a property.

Our approach transforms a single press release into a broader communications strategy that extends from the initial announcement through the grand opening and beyond.

• Identity leverages a six-phase communications strategy designed to extend visibility beyond a tenant announcement.
• Story development identifies the tenant's unique value, market relevance and connection to the property.
• Strategic media outreach targets local, regional and retail/commercial real estate trade media.
• Grand opening communications generate additional awareness through events, promotions and media engagement.
• Post-opening storytelling opportunities help sustain momentum through television, influencers and seasonal angles.
• Ongoing visibility efforts reinforce property momentum, community engagement and tenant attraction.

Phase 1: Gathering the Story Behind the Tenant

Before drafting any announcement, our team works closely with on-site property marketing managers to gather the key details that will shape the overall narrative.

Every tenant opening has a story. The goal is to identify what makes each brand meaningful for the property and its audience, while understanding how the addition supports the center’s broader merchandising strategy.

• Anticipated opening timeline
• Market significance (first-to-market, regional concept, etc.)
• Unique aspects or offerings of the tenant
• Local ties or community connections
• Grand opening details or promotional plans

We also take the time to understand any potential sensitivities surrounding the announcement. Is the new tenant a national retailer going into a space that was previously occupied by a beloved mom-and-pop shop? Is there a similar concept at a competitive center nearby? These nuances may not impact our recommended approach, but it’s important for us to have all the information at the outset to develop the right messaging and rollout plan. 

This phase ensures the announcement reflects more than a leasing transaction. It becomes a story about what the new tenant brings to the property, its guests and the broader retail landscape.

Phase 2: Crafting the Announcement

After gathering the initial details and background information, we draft the official press release announcing the new tenant.

Each announcement is tailored to highlight the most compelling aspects of the addition, whether it's a first-to-market concept, notable expansion, local connection or broader relevance within the retail landscape. The messaging is structured to clearly communicate the tenant’s arrival while reinforcing the continued activity and evolution happening across the property.

Phase 3: Strategic Media Distribution

Once the press release is finalized, we distribute the news across a mix of local, regional and industry media outlets to maximize visibility.

Outreach is tailored to each tenant and property, allowing us to position announcements across community news outlets, business publications and retail and commercial real estate trade media. While local visibility is critical in driving foot traffic to the new concept upon opening, industry awareness in trade publications could result in another great tenant considering the center for its next location. 

This approach helps broaden awareness surrounding new openings while placing the tenant within larger conversations happening across the retail and commercial real estate industries.

Phase 4: Monitoring Coverage and Reporting Results

Following distribution, our team monitors for media coverage and tracks placements across outlets.

Coverage is shared with client teams through monthly reporting and recap materials, providing visibility into how announcements are performing across earned media channels.

Reporting often includes:

• Number of placements
• Audience reach
• Media type and outlet mix

This phase helps document overall media performance while identifying opportunities to build on future visibility efforts. For example, if a particular narrative about the new tenant gains the most traction (e.g. family-owned by a local, multigenerational operator who left the corporate world to fulfill their dream of owning a restaurant), we’ll know that’s an angle we can build upon for future coverage. 

Phase 5: Supporting the Grand Opening

As a tenant approaches its official opening, the communications strategy shifts toward generating visibility around the grand opening itself. At this stage, we develop a secondary press release focused on the opening event and local engagement.

These announcements often highlight details such as the official opening date, event activations like ribbon-cutting ceremonies, limited-time offers and hiring opportunities, which helps generate excitement around the tenant’s arrival and encourages guests to visit the property. This phase helps sustain momentum beyond the initial announcement through on-site experiences and community participation. 

In addition to a grand opening-focused release, we identify opportunities for media attendance and coverage. Depending on the tenant, this may include coordinating on-site interviews, facilitating television segments, arranging photo opportunities, supporting ribbon-cutting ceremonies and providing media with access to grand opening activations and guest experiences.

For media outlets unable to attend in person, we provide follow-up assets such as event photography, b-roll video footage, interview clips and grand opening highlights. This can also include key event details, such as number of attendees, notable milestones, community participation and other event outcomes that help tell the broader story. These materials can help secure additional coverage after the event concludes while extending the reach of the opening beyond those who attended on-site.

Together, these efforts help sustain momentum beyond the initial announcement while maximizing visibility through both in-person media engagement and post-event storytelling opportunities.

Phase 6: Sustaining Visibility After Opening

Even after a tenant officially opens, there are continued opportunities to maintain visibility and engagement. To help sustain momentum, we work collaboratively with property teams, retailers and restaurant operators to identify additional media and visibility opportunities.

This phase also creates space to brainstorm creative, timely angles that help extend the tenant’s story beyond opening day.

These efforts may include local television segments introducing the new concept, influencer collaborations that reach community members through social media and timely story angles tied to holidays, retail trends or unique on-site experiences designed to encourage continued foot traffic.

For example, at The Avenue West Cobb, we secured a cooking TV segment on Good Day Atlanta featuring Chef Kevin Dash of Le’Zia and Hey Linda’s. The segment introduced viewers to the unique dual-concept dining experience, highlighting Le’Zia’s blend of Caribbean, Thai and Southern-inspired flavors alongside Hey Linda’s authentic Mexican cuisine, specialty cocktails and community-focused programming. By showcasing the restaurants’ distinct offerings and inviting viewers to visit the property, the coverage helped maintain momentum beyond opening day while generating awareness among potential guests throughout the Marietta community.

Similarly, at The Avenue Peachtree City, we secured a lifestyle TV segment on ATL Live featuring Southern Home and Garden shortly after the retailer opened its doors. Timed to coincide with Fourth of July celebrations, the segment showcased summer entertaining inspiration, outdoor living trends and seasonal décor ideas drawn from the store's curated collection of home and garden furnishings. The coverage also introduced viewers to the local husband-and-wife team behind the concept and their vision for creating inviting, personalized indoor and outdoor spaces. By aligning the retailer with a timely seasonal topic, the segment generated awareness among local audiences while highlighting a new shopping destination within the property.

This approach creates additional opportunities for tenants to tell their brand story, engage with the surrounding community, connect with potential customers and build loyalty.

The Results

Across efforts from 2025 to 2026, results included:

• 40 tenant retailers, restaurants and entertainment concepts announced
• 74 media placements secured
• An estimated audience reach of nearly 31 million
• Local, regional and national media coverage

More importantly, these announcements reinforced broader stories of retail evolution, property momentum and community engagement. In a shifting retail landscape, the openings helped demonstrate how shopping centers continue to evolve through strategic leasing decisions and tenant concepts that align with changing consumer interests, retail industry trends and community needs.

Why It Matters

Tenant announcements represent more than a leasing milestone. They help reinforce the long-term value, relevance and continued evolution of a retail destination while shaping how a property is perceived within the market and surrounding community.

By approaching each opening as an ongoing communications opportunity rather than a one-time announcement, we help shopping centers generate sustained visibility while elevating awareness around the property, its tenants and the overall guest experience.

Post Summary: Retail Tenant Visibility Strategy

• Identity supports shopping centers through a multi-phase communications strategy designed to extend visibility beyond a single tenant announcement.
• The process begins by identifying the story behind each tenant addition and its relevance to the property, community and broader market.
• Identity drafts and distributes announcements across local, regional and retail and commercial real estate trade media outlets.
• Grand opening communications help generate continued excitement through opening details, event activations, promotions and local engagement opportunities.
• Post-opening visibility efforts include television segments, influencer collaborations and timely retail or seasonal story angles designed to sustain awareness and guest engagement.
• Across efforts from 2025 to 2026, the strategy supported 40 tenant retailers, restaurants and concepts while generating 74 media placements and nearly 31 million in estimated audience reach.

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