To further engage its shoppers, connecting at a lifestyle level, Tanger Outlets embarked upon a national ad campaign in 2016. The goal was to position Tanger Outlets as a fashion-forward shopping destination, with the latest trends and styles at exceptional savings. Print and digital ads appeared in magazines and websites like Oprah, People StyleWatch, InStyle, Food Network, Cosmopolitan and more. After 4 months into the campaign, digital efforts drove 11,000,000 more impressions than 2015, 45,000 more visits to TangerOutlets.com compared to last year and a 4.25% increase of new users to TangerOutlets.com. Print ads garnered exceptional results as well. In a print effectiveness study, over 75% of issue readers noted the advertisement, and over 50% of those who noted the advertisement took action (visited website, looked for more information online, etc.).