Union Square Reopening

Project Description

Challenge

After an 18-month renovation of San Francisco's historic Union Square, the Union Square Association engaged LCI to promote the long-awaited grand re-opening to both Bay Area residents and visitors. The Union Square renovation project was a unique private/public partnership that involved multiple departments of the City of San Francisco, as well as corporate entities. An additional challenge during this period was the impact of September 11, coupled with California's biggest recession in recent history, which drove shoppers away.

Strategy

LCI leveraged the renovation of Union Square as one of San Francisco Mayor Willie Brown's lasting legacies. To build anticipation for the grand opening, LCI planned a series of PR and promotional efforts leading up to the opening day ribbon-cutting ceremony and weekend of festivities. In addition to these tactics, LCI conducted extensive media outreach, pitching different aspects of the story to a variety of media outlets to generate maximum media coverage.

Results

The opening yielded overwhelming public response, with thousands attending the ribbon-cutting ceremony. The San Francisco Chronicle produced a stand-alone 8-page supplement saluting the opening of the square. Coverage included: New York Times, Los Angeles Times, American Way, Travel Weekly

KABC (ABC) - Los Angeles, San Francisco Chronicle (more than 12 stories, including three front-page features, editorials, mentions in columns and "The In Crowd," business section, news section), Chronicle magazine, San Francisco Examiner (more than 12 stories), San Francisco Business Times, San Francisco Downtown, The Independent, Nob Hill Gazette, SanJose Mercury News, Contra Costa Times, Sacramento Bee, VIA, Where Magazine, KGO Radio, KTVU TV, KGO-TV, KRON-TV, KPIX-TV and KNTV-TV, KTTV-TV (Los Angeles) and television coverage throughout the West. Media sponsorships were secure with San Francisco Chronicle, San Francisco magazine, Where magazine, 7X7, Nob Hill Gazette, and KGO Radio.

Project Details

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