Sofia Ring Mall was the last shopping centre to open in Sofia (no 8). It opened in a highly competitive and already very saturated market.
SRM’s greatest challenge was its location – being outside the city center, where malls are usually located, it had to attract people for their shopping needs usually done in their home/office area or other malls
We started working on establishing the Sofia Ring Mall brand and building its reputation by investing intensively in media relations and PR, even before the construction of the building was over and before having any tenants. The first journalist tour around the mall and press-conference were executed before the end of construction on the very site of the mall.
From the least known shopping centre in the country, Sofia Ring Mall is currently the fastest growing mall in terms of people traffic. SRM is the most mentioned mall in all media channels nationwide for the third year in a row. Moreover, SRM is mentioned in 85% of the publications for its commercial activations and promo activities, while for other malls this percentage is below 10%. There is not a single negative publication about SRM, unlike the competitive malls.