Macerich, one of the country’s leading owners, operators and developers of major retail properties, has signed RP3 Agency as agency of record for its Tysons Corner Center retail development.

Tysons Corner Center is the largest and most diverse shopping center in the Washington D.C. area, and one of the top ten in the United States. With over 2.1 million square feet of property, the center offers an unparalleled selection of retail, entertainment and dining options, just miles away from the nation’s capital in a densely populated and highly affluent market.

RP3 will initially develop a promotional campaign aimed at driving retail traffic to Tysons Corner Center for the upcoming holiday season. Ongoing programs for 2012 and beyond will explore various methods of engaging core audiences using traditional, digital, social and mobile platforms.

“We were greatly impressed with the team at RP3,” said Garry Butcher, Vice President of Marketing for Macerich. “They have a deep understanding of our business and customer, exuded a collaborative spirit and demonstrated tremendous passion for the work they do.”

“Macerich is the type of client we all dream of having in this industry: smart, sophisticated and such genuine people,” said Beth Johnson, RP3 Principal and President. “We are thrilled to begin work on Tysons Corner Center, and looking forward to a very positive and productive relationship with their team.”

RP3 is commencing work on Tysons Corner Center initiatives immediately.