AFI Pallace Malls joins Lowe’s client portfolio Posted on


As of May this year, Lowe will be AFI Palace Malls’ advertising agency and will be in charge of the communication strategy and the integrated creative process for the two shopping centers, owned by AFI Europe in Romania: AFI Palace Cotroceni and AFI Palace Ploiesti.

„The shopping centers industry in Romania is a highly competitive one and it has been developing at a very high pace. Therefore, we are always looking for new approaches that can bring us closer to the customer and that can effectively communicate the authenticity that our customers are looking for. We chose Lowe for their creativity and their highly efficient ways of finding solutions, but also because they have a deep understanding of our business. We are thrilled to team up with Lowe!”, said Aura Dinu, Marketing Director, Head of Marketing Department AFI Palace Malls Division.

“We did the math J AFI Palace Cotroceni is the leader of its industry in Romania and they are over-performing when it comes to the majority of this industry’s KPIs. Working for the leader is a dream come true for any agency. Furthermore, we know that AFI Palace Malls are continuously looking for innovation and growth. We’re embarking on this project with great enthusiasm and we are excited to partner with a mall that has a daily traffic higher than that of Bucharest’s railway station J”, said Alina Bălan, Client Service Director, Lowe.

For AFI Palace Cotroceni and AFI Palace Ploiesti, Lowe is going to develop a strategic and creative ATL, BTL and digital platform that will be correlated with PR activities, handled by Golin Romania for the last +2 years.

AFI Palace Cotroceni is the biggest mall in Romania. It offers its + 52,000 daily guests a variety of brands and leisure activities that are perfectly adapted to their needs – two Non Stop Mega Fun and a Mega Fashion centers, 350 shopping outlets, over 3,000 parking spots, an Auchan hypermarket, 20 cinemas, the first and the only IMAX in Romania, two casinos, the largest indoor ice-skating ring, play areas for kids, an indoor carting center, the first ever roller coaster built inside a shopping center in Eastern Europe, a unique shopping alley that was built inspired by the high fashion style of the Champs Elysees and many other leisure, fashion and children outlets.

AFI Palace Ploiesti’s portfolio includes over 100 national and international brands, the first in-door ice-skating ring and the biggest skateboard park in the Prahova County. When it comes to leisure and entertainment, AFI Palace Ploiesti offers a large variety of activities: Zappa Club & Lounge, an indoor, 500 meters square ice-skating ring that is open throughout the entire year, a MaxBet casino, an indoor playground for kids, an indoor skate park, a Cinema City that can welcome over 1 200 guests, including in 6 high-tech cinemas and an area with Play Station consoles and lots of other video games. The mall’s guests also benefit from a parking lot comprising 1,000 spots, with 300 of them being underground.