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Simon Property Group takes 'driving' shopper traffic literally

Simon Property Group is employing a novel strategy to generate traffic to some of its signature properties that appeal to well-heeled South American tourists.

The retail development company has teamed up with Budget Car Rental to provide a shopping incentive to those who make reservations with Budget. When travelers make a Budget reservation for travel to Boston, Miami, New York or Orlando, they will receive a shopping voucher that can be redeemed for a package of coupons, discounts and other special offers at the following Simon properties including Burlington Mall and Wrentham Village Premium Outlets in Boston; Dadeland Mall, The Falls, Miami International Mall and Sawgrass Mills in Miami; Woodbury Common Premium Outlets in New York; and The Florida Mall, Orlando Premium Outlets and Orlando Premium Outlets in Orlando.

"Last year, foreign tourist spending in the United States rose to a new record, and we are seeing some of the biggest increases coming from Latin American countries such as Brazil," said Jeannine Haas, chief marketing officer, of the Avis Budget Group. "We're excited to provide additional incentives to promote international-inbound travel, which is one of our key global strategic priorities."

The campaign will be promoted throughout Latin America via online banner advertising, search engine advertising, travel agents and presence on Budget websites in each country, including Argentina, Brazil, Chile, Mexico and Uruguay.