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ICSC “Shopping for the Truth” Wins Big at Telly Awards


Shopping for the Truth, a program designed by the International Council of Shopping Centers (ICSC), WSJ. Custom Studios and VSA Partners, has been awarded two Telly Awards: A Gold Telly Award for video editing and a Silver Telly Award for writing.

In an effort to dispel common misconceptions about the state of today’s brick-and-mortar retail landscape, VSA created the concept and visual identity for the “Shopping for the Truth” campaign, which launched in Q4 ahead of Black Friday and the holiday shopping season in partnership with the WSJ. Custom Studios team. Together, we explored industry data, talked with leading retail experts, and provided an engaging look at how shopping centers continue to thrive by evolving and better serving their local communities.

The digital and print campaign launched November 15, 2017, driving the press and media to an immersive content experience. The digital experience, comprised of six focused content topics, provided analysts, investors, media and consumers with thought-provoking articles paired with bold data visualizations and compelling video content.

Within the first month of launch, the website delivered over 35% more visits than projected and garnered a total of 851 hours of active page dwell time.