Journalism and Mass Communications, College of


Date of this Version



Project presentation prepared for Professor Stacy James' course for advertising majors, Fall 2010.


“A present touch on the future.”

Shimmer Shack is a group of five senior advertising majors from the University of Nebraska–Lincoln. We set out in August 2010, to assist Nebraska’s Centennial Mall (NCM) and the Lincoln Parks and Recreation to promote the renovation of NCM and to increase statewide awareness of the brand NCM itself.

Through our research these last few months, we have seen the need for a newly renovated space that connects two great entities of our state: the State Capitol and the University of Nebraska. We discovered that Nebraskans are very proud of their state and that NCM is a place where citizens can gain a sense of state pride.

These insights have inspired us to create a unique advertising campaign that emulate the emotions and characteristics one associates with NCM.

Included in this plan are the marketing and creative solutions we developed in order to promote the newly renovated NCM. The plan includes our primary and secondary research, creative strategies, public relations techniques and ways to increase awareness of NCM.

The campaign portrays the soon-to-be renovated Nebraska’s Centennial Mall as a place where you can presently touch the future, emphasizing that the future is all about the past.