Challenge
Gateway Atlanta, an outdoor lifestyle center located in North Buckhead, needed support in creating awareness, attracting visitors and keeping patrons at the property for a longer time period.
Solution
c21 implemented an influencer marketing campaign called the Gateway Atlanta VIP Blogger Tour, which was designed to create online buzz and engagement about the property through established food and lifestyle bloggers. We identified influencers to invite to the property for a 3-hour tour, which hit more than 60% of the merchants on the property.
c21 worked with Gateway merchants to identify samplings from restaurants, including Urban Cookhouse and Tupelo Honey Cafe, as well as Sprouts Farmers Market, Kale Me Crazy, Corks & Caps and specialty store, Buttermilk Sky Pie Shop. The five bloggers also received an exclusive tour of Blast Fitness plus a free class pass. Each blogger received swag bags stuffed with coupons and merchandise from Gateway merchants.
Results
The social media coverage of the blogger tour resulted in 100 favorites and 50 retweets on Twitter, along with more than 1,900 likes on Instagram from all five bloggers' social media pages combined. As all the bloggers posted about the great merchants to visit on the property, Gateway witnessed an increase in foot traffic and a surge in demand for events on the property.