In 2016, developers announced the creation of Pinewood Forest, a 235-acre master-planned residential and mixed-use development located in Fayetteville, GA, adjacent to Pinewood Atlanta Studios. Envisioned as a haven for storytellers and creatives, the new urbanist community is a contemporary concept in walkable living. The challenge was to bring awareness to the community and help sell homes.
Our team devised a wide-reaching, integrated approach to draw attention to Pinewood Forest with a steady stream of earned media, engaging social media content, inviting advertising and data-driven paid campaigns.
We crafted an overarching message about “the town made for creating”—highlighting creative residents, the proximity to the nation’s second largest movie studio, beautiful homes, walkability, commitment to the environment and more.
We leveraged news on restaurants and retailers signing leases for the mixed-use Town Center.
We hosted reporters, influencers and realtors during an all-day familiarization tour. Guests were bussed to the community, visited Pinewood Atlanta Studios, toured homes and were treated to food from future Pinewood Forest restaurants.
The campaign has succeeded in putting Pinewood Forest on the map.
- Earned media placements in Forbes, HGTV, Dwell, MSN and more reaching more than 130 million impressions.
- Within the first two months of our social media campaign, visits to the community’s sales center increased by 104 percent.
- Advertising appeared in Atlanta Magazine’s HOME, in billboards across Atlanta and other select digital and print publications