Carter Vintage Guitars
Legendary and trusted among musicians and collectors, iconic Music City guitar shop Carter Vintage Guitars (CVG) is the driving force behind the history, growth and longevity of the vintage guitar industry.
CVG decided to relocate to a larger, custom-built space in 2024 to continue providing an unmatched experience to its loyal and growing customer base.
After working with REED on the announcement of CVG’s merger with the North American Guitar in 2022, CVG knew REED could draft the right messaging and strategy to announce the move and garner meaningful coverage.
INSIGHT
In Music City, “old Nashville” vs. “new Nashville” is one of the biggest discussions surrounding development. Carter Vintage Guitars wanted to ensure its community saw its commitment to the brand’s roots while growing.
STRATEGY
REED worked with the CVG team to determine a timeline and strategy for sharing the news to secure four months of consistent coverage for the brand throughout the opening process. This included press releases announcing the move and the grand opening, sneak peek tours of the new space, influencer partnerships and VIP invites to the grand opening.
ACTIVATION
Starting with announcing the impending move to local development reporters and relevant music industry publications, we secured stories ahead of the move to ensure the community heard from us first. We then partnered with local reporters and influencers to set up first-look tours of the space before it was open to the public to garner excitement. Next, we sent invites for the grand opening celebration, featuring special guest and friend of the brand, Marcus King. Finally, we sent a post-opening update, highlighting the ongoing day-to-day operations at the new location and showcasing the continuation of the brand’s beloved services.
RESULTS
In the span of our four-month partnership, REED secured more than 93 million audience impressions from 76 local, regional and industry media hits and influencer posts. Highlights include the cover story in Music, Inc. Magazine, interviews in The Tennessean, Nashville Post and Nashville Business Journal and coverage in UK, Australian and North American travel outlets.
Through our efforts, our team was awarded in 2025 by the Nashville chapter of Public Relations Society of America (PRSA) in the Media Relations: Consumer Products category for positioning Carter Vintage Guitars’ iconic growth.