W.B. Doner lands ad account for Potomac Mills

February 04, 1993|By Michael Dresser | Michael Dresser,Staff Writer

Baltimore's W. B. Doner & Co. has landed the advertising account for Potomac Mills Mall, the sprawling outlet center that claims to be the most popular tourist attraction in Virginia, the agency announced yesterday.

Doner said the account would yield an estimated $1.1 million in billings over the next year, but if the agency's campaign pleases Western Development, the mall's owner, the long-term payoff could be much bigger.

Doner's primary assignment would be to increase the frequency with which residents of Potomac Mills' core market visit the center, said Jim Dale, the agency's chairman and chief executive.

Mr. Dale said the advertising would focus on markets within a 50-mile radius of the center, especially Washington.

John Sitnik, vice president and account director at Doner, said the ad campaign would concentrate on broadcast media, with "a touch of outdoor, a touch of newspaper during strategic periods."

He said Doner's plan for buying television time at discount prices was one of the primary reasons the Baltimore agency won out over the incumbent, Mouncey Ferguson & Associates, and two other agencies that competed for the contract.

The campaign, which will begin this spring, will also stress data base management so the mall can identify customers and follow up with direct marketing, Mr. Sitnik said.

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