cotton field in Arizona is now going to be reckoned in the same league as the New York Times Square. Ellman Cos and Clear Channel Branded Cities (www.clearchannels.com) have built the Westgate City Center, located in Glendale, Arizona. The concept of branded cities allows advertisers to integrate with a community. Westgate, touted as a "mixed-use urban village" is spread over an expanse of 6.5 million square feet and will include all basic facilities such as sporting arenas, hotels, condominiums, convention centres, movie theatres, office space, restaurants and shopping centres. But more importantly, it will also have over 30 media signs akin to those in Times Square.

The centre, which is expected to attract about 22 million visitors a year, is being seen as a new branding platform for marketers. It will enable a company to advertise on the signs at Westgate, and also become a preferred partner for the residents of Westgate, offering enhanced packages. The aim is to integrate seamlessly with the lives of consumers. The signages, however, are not being offered along similar price lines. These are located in the central plaza of the centre, around the entrances to the Glendale Arena, the movie theatre, retail centres but will not extend into residential areas.... more