The situation. The countdown was on. Bayer Properties was preparing for the grand opening of The Summit at Fritz Farm, a finely curated mixed-use destination celebrating the rich heritage of Lexington, KY with a blend of street-level retail, Class A office space, Kentucky’s first food hall (The Barn at Fritz Farm), a boutique hotel and luxury residences. Bayer needed to create excitement in the local and regional communities to drive shopper traffic on opening day and thereafter.
Wilbert deployed a smart PR strategy. The Wilbert Group began media outreach, launched Facebook and Instagram pages and developed a 30-day countdown campaign to build excitement. The campaign included partnerships with four bloggers with a combined audience of 132,000 on Instagram and 170,000 on Facebook. The countdown also included pop-ups at events like Run the Bluegrass where Summit at Fritz Farm tenant Steel City Pops handed out free popsicles to runners as they crossed the finish line.
Here’s how it drove business results. When Opening Day arrived in April 2017, Wilbert had secured more than two dozen media articles, the Facebook page had nearly 7,000 likes and the Instagram page had around 4,000 followers. Wilbert continued throughout 2017 to generate consistent positive media coverage — with stories in Garden & Gun, The New York Times, USA Today, Shopping Center Business, and NAIOP’s Development Magazine. We also created unique partnerships, including a content-sharing relationship with tourism group VisitLex, and effectively used social media to engage visitors.
The Wilbert Group
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