I represent a major mall. Each year we get the usual media coverage on what’s hot, what’s not, holiday gift ideas, etc. We are wanting to do something different that will attract the media’s attention and be fun for shoppers, too. If we can tie into a media partner, all the better. I’m looking for some creative ideas that will generate extra media coverage. Your thoughts?

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Do a holiday pet adoption. In San Francisco, Macy’s does an elaborate window display for adoptable animals (in conjunction with the SPCA). It generates a lot of foot traffic and media attention (not to mention some great adoptions).