REED developed an integrated media and event strategy for Westerly House, helping the property stand out in Nashville’s highly competitive Wedgewood-Houston neighborhood. Through media coverage and the event, REED positioned the 246-unit mixed-use development as WeHo’s premier destination for modern, flexible living.
INSIGHT:
REED was tasked with executing this project within a few months, but as we often see in development, things do not always go as scheduled.
STRATEGY:
To maximize our partnership, REED deployed a two-part strategy. First, we coordinated targeted media interviews and tours during the winter when the property was nearing completion to build awareness. We also used this winter timeframe to jump on timely real estate trends and tap ownership’s expert insights. Subsequently, in the spring, we pivoted to focus entirely on event coordination. Instead of hosting a “grand opening” for a property that had been open for months, we decided to officially welcome the property to Wedgewood-Houston with a party on the property’s “skydeck” featuring local neighborhood food and beverage vendors.
ACTIVATION:
REED led end-to-end activation for Westerly House across media relations, event execution and project management. The team developed and executed a targeted media strategy, secured interviews and media tours with key local outlets, managed press inquiries and prepared client spokespeople. REED also planned and produced the event from concept through execution, overseeing creative direction, invitations, vendor management, budget, logistics, on-site production and post-event deliverables. Throughout the partnership, REED maintained project alignment through regular stakeholder meetings, coordinated campaign timelines, monitored earned media and delivered a comprehensive ROI report measuring campaign impact.
RESULTS:
Over the course of the project, REED secured 8 pieces of media coverage (anticipated 3-6 placements), reaching over 9 million people. REED also secured 57 attendees (goal: 50+) for the event. Notable media coverage included The Tennessean and City Now Next.