Challenge
Novitas Communications worked with Southlands Shopping Center to promote earned media for their annual event the Wine Walk. The Wine Walk is where guests can sip wine, shop and stroll along Main Street as they are serenaded by the smooth jazz sounds of live music. Southlands wanted to leverage earned media to increase attendance and knowledge of the event.
About
Located in southeast Aurora, Southlands Shopping Center is the largest shopping destination in the state of Colorado, encompassing 1.7 million square feet of high-quality retail and office space. The center consists of an open-air lifestyle component with fashion, food and entertainment concepts and office space located above the retailers in the Town Center, which combined totals over of 917,000 square feet of first-class retail and office space. Southlands is home to more than 150 stores, restaurants and entertainment options such as Dick’s Sporting Goods, Sephora, Barnes & Noble, H&M, AMC Southlands 16 Theatres, Ted’s Montana Grill and many more.
Solution
Novitas developed a media list and community newsletter list to target for outreach. We sent a press release regarding the event to the list, as well as a media advisory in advance of the event. For select reporters, Novitas also hand-delivered invitations to the event along with a bottle of featured wine.
Results
Novitas gained attention for the Wine Walk through multiple channels. For their second annual event, they had a record number of attendees.
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