Limelight Marketplace Case Study
After working unsuccessfully with several PR companies, Limelight Marketplace, the historic New York City landmark, engaged 5W Public Relations in October of 2009 to spearhead a campaign for the Grand Opening of the innovative retail destination in May 2010. In the months leading up to the event, 5WPR devised and implemented a strategic plan designed to generate strong buzz about the space, underscore its unique retail strategy, and attract vendors to join those brands already on site including Hunter Boots, Caswell Massey, J. Sisters Salon, Grimaldi's Pizzeria, Le Sportsac and Havaianas.
Well before the Grand Opening, 5WPR achieved astonishing results, securing over 100 Million media impressions in top tier national and New York outlets, including: The Wall Street Journal, The New York Times, The New York Post, The New York Daily News, The Village Voice, am New York, New York Magazine, Crain's New York, Time Out New York, Real Estate Weekly, Shopping Center Digest, Grub Street, The Real Deal, Zagat, AOL StyleList, Style.com, NBC.com, Portfolio.com, WWD, and many more.
For the Grand Opening event, 5WPR reached out to our celebrity contacts to attend, including the cast of The Real Housewives of New York, who posed for photographers in front of a Limelight Marketplace-branded step & repeat and explored the venue, sampling products and posing for pictures with all of the vendors throughout the evening. 5WPR's diligence generated coverage just as impressive as pre-launch press. Our work resulted in placements in: USA Today, Wall Street Journal, The New York Times, Inc Magazine, Travel + Leisure, W Magazine, Us Weekly, InTouch Weekly, Star Magazine, People.com, Access Hollywood, New York 1, CBS, NBC, FOX, ABC, CW11, am New York, Metro, Blackbook, Crain's New York, Life.com, Curbed, New York Daily News, New York Magazine, New York Post, Racked, The Real Deal, AOL StyleList, Time Out New York, TMZ, The Village Voice, WWD, Zagat and many more.
The next morning, 5WPR organized a ribbon cutting ceremony to officially open Limelight Marketplace to the public. As PR agency of record, we invited all New York news outlets, metro reporters and international press to photograph and film the ribbon cutting and capture the first shoppers at Limelight Marketplace. NBC, FOX, ABC, CW11, New York Daily News, New York Post, and the equivalents of The TODAY Show and Good Morning America in countries including Japan, Germany and Italy all covered the event.
Since opening, Limelight Marketplace serves over 10,000 shoppers daily and Limelight Marketplace has become a "must-see" location in NYC for tourists and an everyday destination for local residents and celebrities alike including Philip Seymour Hoffman, Jimmy Fallon, Lucy Liu, Kristen Chenowith, and many others.
To maintain the momentum we have created for our client, on an ongoing basis, 5WPR works with top-tier gossip columnists to place bold face names in print and online, with recent stories secured in columns including New York Post's Page Six and New York Daily News' Gatecrasher. Because of our outstanding performance on the launch campaign, 5WPR now proudly serves as the PR agency of record for Limelight Marketplace, positioning the destination for local New Yorkers and visitors, announcing new vendors, launching new products, managing on-site programming, and keeping our eyes peeled for celebrity sightings.
Well before the Grand Opening, 5WPR achieved astonishing results, securing over 100 Million media impressions in top tier national and New York outlets, including: The Wall Street Journal, The New York Times, The New York Post, The New York Daily News, The Village Voice, am New York, New York Magazine, Crain's New York, Time Out New York, Real Estate Weekly, Shopping Center Digest, Grub Street, The Real Deal, Zagat, AOL StyleList, Style.com, NBC.com, Portfolio.com, WWD, and many more.
For the Grand Opening event, 5WPR reached out to our celebrity contacts to attend, including the cast of The Real Housewives of New York, who posed for photographers in front of a Limelight Marketplace-branded step & repeat and explored the venue, sampling products and posing for pictures with all of the vendors throughout the evening. 5WPR's diligence generated coverage just as impressive as pre-launch press. Our work resulted in placements in: USA Today, Wall Street Journal, The New York Times, Inc Magazine, Travel + Leisure, W Magazine, Us Weekly, InTouch Weekly, Star Magazine, People.com, Access Hollywood, New York 1, CBS, NBC, FOX, ABC, CW11, am New York, Metro, Blackbook, Crain's New York, Life.com, Curbed, New York Daily News, New York Magazine, New York Post, Racked, The Real Deal, AOL StyleList, Time Out New York, TMZ, The Village Voice, WWD, Zagat and many more.
The next morning, 5WPR organized a ribbon cutting ceremony to officially open Limelight Marketplace to the public. As PR agency of record, we invited all New York news outlets, metro reporters and international press to photograph and film the ribbon cutting and capture the first shoppers at Limelight Marketplace. NBC, FOX, ABC, CW11, New York Daily News, New York Post, and the equivalents of The TODAY Show and Good Morning America in countries including Japan, Germany and Italy all covered the event.
Since opening, Limelight Marketplace serves over 10,000 shoppers daily and Limelight Marketplace has become a "must-see" location in NYC for tourists and an everyday destination for local residents and celebrities alike including Philip Seymour Hoffman, Jimmy Fallon, Lucy Liu, Kristen Chenowith, and many others.
To maintain the momentum we have created for our client, on an ongoing basis, 5WPR works with top-tier gossip columnists to place bold face names in print and online, with recent stories secured in columns including New York Post's Page Six and New York Daily News' Gatecrasher. Because of our outstanding performance on the launch campaign, 5WPR now proudly serves as the PR agency of record for Limelight Marketplace, positioning the destination for local New Yorkers and visitors, announcing new vendors, launching new products, managing on-site programming, and keeping our eyes peeled for celebrity sightings.
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