Since the opening of ALEXA Centre (ALEXA Einkaufszentrum) in September 2007, with around 180 shops and a gross leasable area of 56,200 square meters, has become a crowd-puller in Berlin’s historic city center. The name of the shopping mall and leisure center derives from its central location directly on Alexanderplatz in the Berlin Mitte district.
Sonae Sierra, the international shopping center specialist, applied from the outset a bold, individual concept for ALEXA. The integrated PR campaign by public link, the Berlin based PR agency of GlobalCom, provided a successful market launch and supported consistent brand development in the highly competitive Berlin retail sector. In addition to regional and national media relations, PR for events and cooperative ventures the agency assisted the mall’s management to build its own community. The ALEXA is now one of the best-known Berlin shopping destinations and become a genuine brand.