Historic West Fourth
Announce a downtown district’s new brand identity with a community-centric PR plan
INDUSTRY
COMMERCIAL REAL ESTATE
YEAR
2019
SERVICES
PR STRATEGY
MEDIA RELATIONS
CREDITS
BS LLC TEAM:
BROOKE GUIGUI
BEN GREENBERG
SEBASTIEN HUE
THE OPPORTUNITY
West Fourth Street was one of Cincinnati’s first turn-of-the-century downtown streetscapes. In 2019, with more than $500 million in planned redevelopment, it was time for the district to reveal the story behind its next chapter.
Real estate developer the Loring Group viewed the urban revitalization as a rebirth for the district—with a new name, brand identity and community pride to match. Historic West Fourth, where history comes alive.
With lead agency BS LLC focused on branding and neighborhood relationship-building, Integrato was brought on as a partner to announce the new district and four newly signed tenants.
Architectural renderings included in the digital media kit
THE OBJECTIVES
Spark news coverage and word of mouth about Historic West Fourth
Educate about the projects that would revitalize the district’s properties and community
Inspire locals, businesses, and travelers with Historic West Fourth’s past, present, and future as a downtown destination
From PR Strategy to News Crews
Historic West Fourth was a collaborative effort and PR strategy was rooted in this concept. Led by the Loring Group with input from community and city leaders, the brand was created to capture the district’s unique culture and promote it to potential residents, businesses, local visitors and tourists.
PR planning included key messages and launch event recommendations, with the symbolic choice of the 4th of October to reveal the Historic West Fourth brand.
Media outreach to print, digital and TV outlets included a media advisory, press release, digital media kit and beat-specific pitches that celebrated all of the parties behind the district.
The Pillars of District PR
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Empower Cincinnati newsmakers with multiple ideas, from economic redevelopment to destination tourism to community, so they could tell the story that engaged their audience most.
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From the intentional choice to hold the Historic West Fourth reveal on the 4th of October, to collaboration on the event run of show and meetings with district tenants, a holistic team effort ensured each touchpoint reinforced the district’s story.
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By sending a digital press kit with renderings, logos and images immediately following the event, it was easy for news media to consistently share the new brand identity.
Attendees at the Historic West Fourth announcement event held on October 4, 2019
Featured in 3 Online Articles + 7 TV News Segments
“Thank you so much for all of your efforts and outreach on our behalf. It is exciting to see this come together. I met with Evan Millward of WCPO today to do a story on Historic West Fourth, which should air later this evening or tomorrow. This is a tremendous start with only more good things to come!”
— Andrew Naab, Director of Commercial Development, the Loring Group
“Smart, creative, and impressively organized—Claire is a consummate professional. Her work for Historic West Fourth helped us to ensure client delight and client sales goals by meeting project charter criteria and over-delivering with local media results.”
— Sebastien Hue, Partner, BS LLC