Our shareholders are our customers. Our shares are the product we sell. That's
why the marketing focus at Deutsche EuroShop is on investor relations. The section
entitled “The Shopping Center Share” reports on our investor relations activities
during the past year. Along with share marketing, we focus on building and maintaining the Deutsche EuroShop brand. Our goal here is to further increase brand
awareness and recognition. Deutsche EuroShop aims to establish itself as the brand
for investments in shopping centers.
We re-launched our website in June 2004 with an improved structure and design. The state-of-the-art design continues the line of the Annual Report and quarterly reports. We harmoniously integrated the colour scheme introduced in the 2003 Annual Report to further aid intuitive navigation. The content is presented in optimised format, and the subject matter has also been expanded.
We continued our image advertisement campaign begun in 2003, with a male model replacing the original female. In the previous year's version, the female figure was looking out of a fitting room; in the new campaign the male figure is sitting in a relaxed pose in front of it, waiting for her whilst thinking about his successful investment in Deutsche EuroShop shares. The aim of the advertisement was to bring across the quality of our properties and the “shopping” experience and to create a positive association with Deutsche EuroShop for the reader. The consistently positive response confirms that our refreshing and up-to-date approach has been well received by the target groups. Since most of the advertisements appeared around the same time as capital market events or editorial contributions about Deutsche EuroShop, or were related to these in terms of content, we were able to achieve high recognition levels as well as generating a positive image and confidence in our offering.
All shopping center construction projects involve four events that can be used to attract the attention of the public and the media: the ground-breaking ceremony, the laying of the foundation stone, the topping-out ceremony and of course the grand opening. We had a number of opportunities to make our Company and our shopping centers the topic of conversation in 2004. The foundation stone was laid for the Forum Wetzlar on 20 January, and its topping-out ceremony followed on 16 June. The Árkád in Pécs, Hungary was opened on 31 March, while the Phoenix-Center in Hamburg celebrated its topping-out on 3 February and its opening on 29 September – and the ground-breaking ceremony at the City-Arkaden in Klagenfurt took place on 14 September. All events attracted a large number of tenants, media and political representatives as well as local residents and potential investors.
Deutsche EuroShop is now experiencing steady growth in interest in the Company from business and financial journalists. All major publications reported on our Company in 2004. Our media presence developed encouragingly in terms of both quality and quantity, thanks to a large number of meetings with and presentations to media representatives. Deutsche EuroShop received particularly extensive coverage in connection with its admission to the MDAX in Q3.
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Making shopping centers the
Increased media interest