c21 Obtains Flighty Coverage for Centex
 Situation
Centex Homes, a premier Atlanta home builder with 15 metro communities, wanted to capitalize on a butterfly garden it was incorporating as an amenity in one of its newest developments, Cobblestone at Brookhaven.
Challenge
With a softening real estate market and increasing media coverage on declining home sales, c21 needed to not only secure media coverage, but also ensure positive stories on the amenity and the company’s success, in turn increasing potential homebuyer traffic to the community.
c21 Solution
Since the community was “in-town” and just minutes from the urban bustle of Buckhead, c21’s strategy included a butterfly garden launch event and supporting media relations tactics focusing on the amenity as an oasis for the community’s current and potential residents.
To launch the garden, c21 planned a media event during which Centex executives would release 400 Monarch and Painted Lady butterflies to populate the eco-friendly amenity and draw other area butterflies to it.
c21 managed all event details, including securing the butterflies, creating the event theme, sending an e-invitation to media and more. We had professional photographs taken of the butterflies’ release, which we sent to media unable to attend the event. In addition, c21 proactively pitched media about the amenity and the event through a series of customized pitches, press releases and media alerts.
Results
The Atlanta Journal-Constitution covered the launch event, and within four weeks, c21 secured more than two million media impressions from publications, including the Atlanta Business Chronicle’s Living in Atlanta, Atlanta Intown, Newcomer and Atlanta Journal-Constitution. According to Centex Homes, sales center inquiries have increased, and the company is considering holding an annual butterfly release event.
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