Beverly Center

Beverly Center is unique in the Los Angeles community of malls in that there are many boutique stores among its offerings. The clientele is also more hip. Thus, the tag line, "for a life less ordinary". The in-mall poster campaign contrasts the ho-hum gift vs. what you really want and can get with a Beverly Center gift certificate, while the outdoor boards focus on the variety of the one-of-a-kind stores you can choose from.