Simon Unveils National Campaign to Reinvigorate Mall Experience — Simon Property Group, Inc.

Event summary

Simon launched 'It's a Simon Thing' national brand campaign on September 15, 2026.
Campaign unites 200+ Simon Malls and Premium Outlets under a single creative identity.
Brand platform built around real-world discovery and connection at malls.
First major activation of Simon Media Network™, leveraging first-party consumer intelligence.
Campaign will run across TV, cinema, digital, and social channels this fall.

The big picture

Simon's campaign reflects the broader retail real estate industry's push to reposition malls as experiential hubs. As e-commerce continues to grow, physical retail destinations are emphasizing community and discovery to drive foot traffic. The campaign's multi-generational appeal aligns with Simon's strategy to attract both younger shoppers and their parents, reinforcing the mall's role as America's 'third place.' The integration of Simon Media Network™ suggests a data-driven approach to personalizing the consumer experience.

What we're watching

Consumer Engagement: How the campaign will affect foot traffic and dwell time at Simon properties.
Brand Consistency: Whether the flexible 'It's a ___ Thing' expression can maintain brand cohesion across diverse audiences.
Media Network Impact: The pace at which Simon Media Network™ can leverage first-party data to enhance campaign effectiveness.