GLOW hired REED team to develop and execute a media strategy announcing the Christmas experience’s inaugural year in Nashville.
GLOW
INSIGHT
Create a Christmas experience full of perfect selfie spots and the people will come.
STRATEGY
Media outreach had a multi-pronged approach. First, REED coordinated pre-event coverage with a eye-catching media mailer that was sent to top-tier traditional media outlets. Second, we coordinated more than 65 influencer visits so the experience could be shared with the thousands of engaged followers across Middle Tennessee.
ACTIVATION
In the span of seven months, REED secured more than 800 stories and more than 129 million total impressions. Of those, more than 119 million were from traditional media (print, online and broadcast) and another 10 million impressions were generated via social media influencer visits.
REED developed a national, regional and local media strategy with a mix of parenting and lifestyle outlets and influencers that would attract families and the more niche “girls’ night out” demographic. An important part of our broadcast media strategy, in particular, was inviting crews out to see GLOW for themselves. Highlights of this tactic include a visit from The TODAY Show’s, which reached 5 million viewers.
REED saw all media placements and influencer partnerships through from start to finish. This process included timely email communications, coordination of influencer contracts and on-site coordination to ensure crews captured GLOW’s top features.
RESULTS
Coverage of GLOW resulted in more than 842 media placements and 129 million impressions, far exceeding REED’s media coverage goals.