The company, whose sponsorship of ITV's Family Fortunes starts next week, is planning experiential and promotional activity at all its malls. It will also rebrand each centre with an 'M' icon.
The decision comes as competition for retail foot-fall grows. Australian shopping mall operator Westfield opened its first UK property this month in Derby, and is planning to open another in Shepherd's Bush, London, next year. Land Securities opened its Princesshays shopping centre in Exeter earlier this year and has other developments scheduled to open in the next 18 months.
The Mall will position itself as the only national shopping centre company, and focus on the opportunities inherent in being a national brand.
Tying in with its ITV sponsorship, The Mall will run a roadshow based on Family Fortunes, as well as online, mobile and sales promotions leading up to Christmas and throughout the holiday sales period.
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