Market District Grand Opening | Grandview

Grand Opening • Celebrity Engagement • Experiential Marketing • Promotion • Visual Design

Challenge

Inspired by the open-air markets of Europe and a true passion for food, Market District offers a culinary, dining and shopping experience unlike any other.

To celebrate the opening of its third location in Columbus, Market District needed a promotional effort that would engage with the diverse demographic of both downtown Columbus residents and Ohio State University students while staying true to its carefully-crafted brand identity.

Solution

A three-month grand opening celebration unlike any other. We contracted celebrity chef and host of ABC’s The Chew, Mario Batali, as our grand opening ambassador. He participated in media interviews, hosted a social influencer Q&A, conducted a cooking demo with Giant Eagle CEO Laura Karet and participated in a meet and greet with over 2,000 customers. Mario also created a menu item available exclusively at Market District’s with proceeds benefiting local and national charities.

Market District Grand Opening
Market District Grand Opening
Market District Grand Opening

The store was transformed into 110,000 sq. ft. of grand opening festivities. Live music, face painting, balloon art and caricaturists were placed throughout the store to entertain and engage customers. Five-minute chair massages were available at no costs in the Health, Beauty and Wellness department. Brand Ambassadors delivered key brand messages and encouraged social media participation.

Food Network Champion James Parker created a one-of-a-kind commemorative sculpture created with nothing but fresh fruit and vegetables from Market District’s vast produce department.

We created a series of weekend promotions including OSU Tailgaiting, Oktoberfest and Halloween. These promotions featured themed food, local celebrities and family activities that were tailored to the surrounding population.

Market District Grand Opening
Market District Grand Opening
Market District Grand Opening

Results

Grand Opening sales exceeded client expectations. The event drew a massive amount of local and regional media attention. 66 broadcast stories and 23 print and online stories generated an earned media value of $837,379.

Mario Batali’s appearance attracted nearly 2,000 customers leading to thousands of dollars in book sales. The ongoing, themed weekend promotions generatd additional retail foot traffic in excess of 10,000 customers.

Read More.

Case Studies