Yankee Candle Village

Making a store a destination

The Yankee Candle Company’s massive retail and entertainment destination had been known as the “Yankee Candle Flagship Store.” The name wasn’t exactly setting the world on fire. To increase visitation, we changed the name and repositioned the place as a family destination, not just a really big candle store. “Yankee Candle Village – Quite an Unusual Place” was born, reflecting the old fashioned village environment and capturing the magic of the utterly unique attractions within. Through an integrated marketing campaign that was more tourism than retail, it took only four months for our efforts to result in dramatic increases in visitation.

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