Client: Desert Ridge Marketplace
Assignment: Help Desert Ridge Marketplace drive traffic and sales to the center during Arizona’s scorching summer months with a weekly event series for kids.
Approach: Position Desert Ridge Marketplace as the place to shop, eat and enjoy family-friendly entertainment during the hot summer months in Arizona. Give the center’s event series a fun and catchy name, like “Summer Splash Tuesdays.” Use the center’s splash pad as a cool gathering place for kids and an enticing visual for local news media. Position the event series as a solution for parents who are searching for kid-friendly activities while school is out for the summer. Call special attention to the fact that the weekly events are free, and that kids receive a free downloadable photo with their favorite characters, from fairy princesses such as Elsa and Cinderella to popular superheroes like Batman and Spider-Man. Encourage parents to spread the word about the event series by sharing their kids’ event photos with family and friends on social media, using a Desert Ridge Marketplace hashtag for a chance to win a two-night staycation at a nearby resort.
Results: Secured several high-profile media placements about the center’s weekly event series for kids in less than two months. Coverage included live remotes with 3TV and FOX 10, an in-studio mention with an event visual on ABC 15, a centerpiece feature in a Desert Living Today “Scoop” e-blast, and stories in La Voz newspaper, the Scottsdale Independent, Paradise Valley Independent, AboutPhoenix.com and a handful of popular mommy blogs. Desert Ridge Marketplace reported an estimated 1,500 people in attendance at its first “Summer Splash Tuesday” event, with nearly 800 photos entered into the social media hashtag promotion.
Duality Public Relations, you've done a wonderful job getting us some great media coverage! Love working with you guys!
– Kristina Rauscher, Director of Marketing, Desert Ridge Marketplace