Grand Openings • Experiential Marketing • Celebrity Engagement • Visual Design • Promotions
With virtually no brand recognition and no similar retail offerings in the market, we were charged with educating consumers about the brand and bring the Market District experience to life before the doors were opened to the public.
A long-term strategy that combined past successes with two years of proactive competitive research and marketing planning.
Dozens of brand ambassadors embarked to high-traffic locations in the Market District Food Truck, making stops at well-established summer food, arts and community festivals in the months leading up to the opening. They were equipped with iPads and helped consumers sign up for Market District’s loyalty card and subscribe to their eNewsletter.
The brand’s first outdoor press event took place on grand opening day, highlighted with a local marching band performance and special lighting and confetti effects. Indianapolis native and Food Network star Marc Summers hosted a locally-inspired game show in which contestants were drawn from the hundreds of attendees to compete for gift cards and branded prizes.
A mix of local and national attractions were featured that mirrored the brand’s promise to bring a world-class food experience with a commitment to local vendors and suppliers.
Horse-drawn-carriage rides, opera in the aisles performances, a series of Halloween and holiday-themed flash mobs and an Indianapolis Colts player appearance were just a few of the elements customers shared throughout the opening months.
Celebrity super chefs Mario Batali, Carla Hall and Graham Elliot each made appearances and met thousands of customers over the first three months.
The largest value of earned media coverage for a grand opening in the company’s history. More than 100 news stories were garnered, including coverage on television, radio, in print and through digital and social outlets.
The coverage exceeded 3 million impressions, and approximately $1 million in advertising value, ensuring a successful launch into this important new market.